Everyone knows beans make you gassy and that farting is embarrassing. But everyone also knows that once you get past the farting stage in a relationship it’s true love.
This February Bush’s is going to give people the push their love needs by encouraging people to get past that stage. We’ll challenge couples on Valentine’s Day to put their love to the ultimate test: eating beans.
Social
Closer to Valentine’s Day, Bush’s will also partake in the timeless tradition of meme valentines on social media.
Bush’s will kick off the campaign on social media at the start of February by announcing a Valentine’s Day pop-up dining experience in Beantown and the Windy City. Brace yourself, couples. This dinner isn’t for the faint of fart.
Pop-Up Dining Experience
Bush’s Beans is hosting two exclusive 5-course prix-fixe dinners in two of the gassiest cities on the map — Beantown and the Windy City.
With bean-forward menus featured at Union Oyster House in Boston and Girl & The Goat in Chicago, these pop-up experiences will put your relationship — and your digestive system, to the ultimate test.
OOH
OOH ads in public train stations and in bathroom stalls for a surprise where people least expect it, just like when someone farts on the subway.
In-Store Activation
In the weeks leading up to Valentine’s Day, Bush’s will roll out in-store displays featuring their limited-edition Cupid Cans and bean-themed conversation hearts created in partnership with Brach’s, alongside other Valentine’s Day essentials.
Each limited-edition Cupid Can will include a QR code on the label. When scanned, couples will be taken to Wind Breakers — a cheeky set of conversation starters designed to help break the ice (and maybe the wind) for a deeper connection.
Other questions include:
Share a time you almost didn’t make it to the bathroom.
Do you feel comfortable using public bathrooms? Why or why not?
True or False: Whoever smelt it, dealt it.
Share a habit you have that others might think is gross.
What makes silence so deadly?
Social Activation
The farting stage is merely a stepping stone to the final frontier: holy matrimony. To wrap up the February campaign, Bush’s Beans will hold a social media contest where we ask couples planning to get married in the upcoming year to tell us a love story that will “blow us away.”
They can submit their stories on TikTok or IG Reels with the hashtag #BushBeanWedding.
The best story will be picked and will receive a wedding fully catered by Bush’s Beans. Because if you can’t enjoy beans with the love of your life, are they really the love of your life?
Street Farts
Tiff Baira from the YouTube/Tik Tok series “Street Hearts” is taking a new spin on the dating game by bringing in Bush’s Beans.
Introducing, Street Farts, the Valentine’s Day themed sub-series where Tiff will be asking bean themed questions, such as “If you had beans with them would you let them spend the night?” and “If beans were a love language, which flavor would be your signature?” to bring these strangers closer together.
Copywriters: Bobby Ellis, Dominick Duda
Art Directors: Kadin Shaban, Rachel Schultz