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Bush’s Beans and Peyton Manning Invite You to the ‘Beautiful Bean Tryouts’ in First Big Game Spot

10/02/2023
Advertising Agency
Minneapolis, USA
622
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The campaign was created by Carmichael Lynch and will air during the second half of the Big Game on February 12th

America will hear the words "roll that beautiful bean footage" in a new voice when newest bean ambassador Peyton Manning joins Bush's iconic spokes-team of family member Jay Bush and his rapscallion talking dog, Duke, in their quest to put the beautiful bean front-and-centre in the brand's first-ever Big Game spot.

Bush's is on a mission, with the help of Peyton, to show fans the nutrition and versatility benefits of the powerful bean, including being a great source of fibre and a plant-based protein. The campaign highlights not only their iconic Baked Beans but also their many sweet and savoury products for every occasion.

"We believe beans are an important weekly staple," said Stephen Palacios, senior vice president, marketing & innovation at Bush's. "Beans are an affordable plant-based protein source that have less impact on water sources compared to animal protein and come in infinitely recyclable cans."

Fans can catch a teaser (titled ‘Beautiful Bean Tryouts’) for the game day commercial with Peyton preparing for his role as bean ambassador online now. In the teaser, Duke Bush, Bush's iconic spokesdog, and Jay Bush, Duke's pal and the great-grandson of Bush's founder, work with Peyton as he prepares for his Big Game appearance with the Beautiful Bean Company. Peyton is among an elite group. Since its introduction in 1994, he is only the third spokesperson to utter the iconic phrase, "roll that beautiful bean footage," in a Bush's TV ad – following in the storied footsteps of Jay and Duke.

"This game day, Bush's is starting a conversation around beans that focuses on the nutrition, versatility, and sustainability benefits of what we call 'the beautiful bean,'" said Stephen. "There is no better person than one of the greatest quarterbacks of all time, Peyton Manning, to bring a new kind of enthusiasm to what we believe is the greatest plant-based protein of all time. The beautiful bean message will be heard far and wide."

Bush's first-ever Big Game ad (a 30-second spot titled ‘Go Bigger’) and the teaser (titled ‘Beautiful Bean Tryouts’) were both created by Carmichael Lynch in partnership with Omaha Productions. The full spot will air during the second half of the Big Game on February 12th in select markets.

"Working with Jay and Duke was a lot of fun, and it's great to be working with this fantastic, family-owned company," said Peyton Manning. "They've been bringing me up to speed, and I'm ready to share my newfound bean knowledge with fans for game days."

As a key ingredient in many fan-favourite game day recipes and the perfect plant-fueled protein for players and fans alike, Bush's beans are excellent additions to Big Game traditions across the country.

To learn more about Bush's Beans, visit here and follow along on Instagram, Facebook and TikTok for more exclusive content.

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