①Bush's Makes It A Meal — A flavorful OOH campaign that showed how beans complete the plate.
Across four cities, we created expressive, localized visuals that elevated everyday foods and showed how beans bring it all together. Whether it was hot dogs in Coney Island or fair food in Minneapolis, each execution leaned into its environment while keeping the message clear. Beans don’t play backup. They make the meal. Copy by David Hulme. Created with creative direction from Amanda Clark & Emma Siolka.
Nathan's Hot Dog Eating Contest
We brought Bush’s to the heart of hot dog culture. At the Nathan’s Hot Dog Eating Contest, the goal wasn’t to steal the spotlight but to share it. This execution focused on the magic of the pairing, beans and dogs, two classics that shine brighter together. Every detail of the hot dog was styled to feel true to New York, from the chopped onions to the mustard to the bun that’s just a little too short. The work invited people to see what happens when two familiar staples come together and level each other up.
Summerfest
Summerfest is known for two things: music and food. We wanted Bush’s to live right at that intersection. So we asked the question, what if Bush’s Beans was a band? What would their tour posters look like, and who would they bring on the road? The result was a series of bold, genre-spanning visuals inspired by classic concert posters. Each one imagined a different lineup of foods sharing the stage with Bush’s. Loud, expressive, and packed with flavor, the work turned beans into headliners.
Minnesota State Fair
At the Minnesota State Fair, everything’s better on a stick. We leaned into that local love by designing a visual language that felt right at home—from slanted typography inspired by fair tickets to hand-drawn, screen-printed illustrations that gave it a crafted, homespun feel. The goal was to make Bush’s feel like it had always belonged at the fair. By speaking the visual language of the event, we showed that even beans can be fair food when they show up with the right flavor.
Austin City Limits
At Austin City Limits, we turned up the volume with Bush’s Grillin’ Beans. This execution brought bold flavor to the forefront, using fun illustrations and playful language to showcase the Hot Honey variety. Inspired by Austin’s hand-painted murals and signs, we treated the OOH like a piece of the city itself. The tone was confident and a little rowdy, positioning Grillin’ Beans as the main act—spicy, soulful, and ready to steal the show.
