Bush's Duke Now Selling Secret Bean Recipe on Facebook
Nothing says austerity like a can of beans, which is partly why baked-bean sales took off when the economy cratered in 2008. But as the summer grilling season kicks into gear, bean sales show signs of softening again.
Sales grew just 1.43% in the year ending April 17, according to SymphonyIRI. That compares with the 10.4% uptick in 2008 and 9.2% gain in 2009 that market researcher Mintel said the category enjoyed. Mintel predicted the slowdown in a report last year, noting that beans might lose steam once the economy improves.
Market leader Bush Brothers & Co. is hoping to keep consumers interested with a campaign that puts a new twist on an old company fable. It goes like this: Jay Bush, great grandson of company founder A.J. Bush, more than 15 years ago told the family's secret baked-bean recipe to a golden retriever named Duke, who's been trying to sell the recipe ever since. The company has now brought the story to Facebook, where the dog is inviting fans to make offers online. The campaign is by Columbus, Ohio-based Resource Interactive, which also created a TV ad.
"Our fans love Duke," said brand manager Ken Oakley, so the campaign seeks to use Duke "to engage them even more."
And while the tale might lack the mystique of other secret-recipe narratives -- like Coca-Cola's formula locked in an Atlanta bank vault -- bean loyalists seem to love it. Bush's has more than doubled its Facebook fan total to more than 12,000 since the campaign started May 16. Duke is being enticed with doggie girlfriends, free meals and more.
"Duke always gets to the point where he almost gives it away and Jay reels him back in," Mr. Oakley said.
Bush's, which controls 67.8% of the baked-bean market, grew sales 1.4% in the year ending April 17, according to SymphonyIRI. Second-place player ConAgra, which owns Van Camp's, had 1.6% growth.
Bush Baked Beans - News
It goes like this: Jay Bush, great grandson of company founder AJ Bush, more than 15 years ago told the family's secret baked-bean recipe to a golden retriever named Duke, who's been trying to sell the recipe ever since. The company has now brought the
If all you need to bring is a side dish, try Audrey's Baked Beans. What you'll need: 1/4 lb bacon ( 3 strips) in a 1 inch dice, 1/4 cup green onion in a 1/4 inch dice, 1/4 cup green pepper in a 1 inch dice, 28 oz of Bush's Baked Beans, 1/4 cup ketchup,
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Better Than Bush Baked Beans « Spirit Lights The Way
Dash of Worcestershire sauce
Pour baked beans into an oven-proof casserole dish. Stir in any of the other ingredients that you have on hand.
Bake at 350 degrees for 30-60 minutes until bubbling.
Baked beans are an inexpensive way to get some healthy and delicious fiber into your diet! They go great with almost anything that comes off the grill, and pair nicely with grilled cheese sandwiches or subs.
Sausage, Bean and Apple Bake: Sauté a pound of Hot or Sweet Italian Sausage with a chopped green pepper and 4-5 chopped apples. Add the sautéed ingredients to a 28 oz. can of beans. Bake 1-2 hours at 300 degrees. Accompany with hot out of the oven Cornbread.
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