Bush Brothers is a family-owned company best known for its Bush’s Best canned baked beans — a category they dominate, producing nearly 80 percent of what Americans eat each year. Beans offer a simple kind of goodness, nourishing at mealtime and gentle on the planet. In 2021, Bush’s set out to better understand its sustainability impacts — and how thoughtful sustainability storytelling could shape brand perceptions and deepen customer relationships.
Goodness to go
A comprehensive materiality assessment revealed an unexpected dynamic: consumers already viewed Bush’s as a sustainability leader, but the company was still early in formalizing its efforts. Without action, that positive perception could quickly become a brand risk. So, Bush's got to work on their sustainability program; we got to work on crafting their sustainability story.
We began by taking a close look at Bush’s market landscape, customers, and competitors. Those insights came together in a Discovery Workshop, where we shared our findings and used creative exercises to collaboratively shape Bush’s emerging narrative.
With a brand personality that’s humble, folksy, fun, and distinctly Southern, it was essential that the sustainability story fit seamlessly with Bush’s existing “Bean Goodness” ethos. The resulting communications construct — For Goodness’ Sake — did exactly that.
With the construct in place, we developed the foundational tools Bush’s needed: a messaging matrix, sustainability report, customer sales deck, website updates, refreshed visitor center content, and a narrative video — all designed to bring For Goodness’ Sake to life.
We leveraged For Goodness Sake to write and design an impactuful sustainability section for the Bush's Beans Website.
We helped Bush's Beans tell the For Goodness Sake story in person by incorporating the new messaging in their visitor center displays.
The Result
The For Goodness’ Sake story framework works perfectly now as an extension of the brand story, and it is scalable – ready to capture more proof points – as Bush evolves in its sustainability journey.