Graves Baked Beans have been an Atlantic Canadian kitchen staple for decades. From launching a new flavour to kick-starting their social media presence, Revolve helps keep this iconic brand top of mind through disruptive marketing and media strategies.
The Big Bean-Off Election
After successfully launching Graves’ social media presence and creating meaningful customer dialogue with The Great Big Bean-Off Contest, Revolve conceived and executed phase two of the promotion: The Big Bean-Off Election.
Atlantic Canadians could vote online for the new flavour they wanted for their chance to win a Big Green Egg BBQ and a $1000 grocery gift card. Revolve designed and developed the voting app and created all advertising and promotions for the election, including digital ads, social media ads, and a robust social media content strategy.
For four weeks Graves’ Facebook page was “taken over” by the candidate flavours. Speaking in their own unique voices, each flavour tried to earn the votes of Atlantic Canadians and become the new Graves baked bean.
The Great Big Bean-Off Contest
In 2015, Graves wanted to open a dialogue with consumers and asked Revolve to develop and execute a campaign that would get the public excited about the iconic brand.
Revolve conceived, executed and managed The Graves Great Big Bean-Off – a recipe contest designed to kick-start Graves’ Facebook presence and spark online engagement. Fans of Graves’ Facebook page could suggest a new baked bean flavour and give it a creative name through our custom contest app for their chance to win one of four Big Green Egg BBQs.
The Great Big Bean-Off contest was a huge hit for both Graves and their fans. 1,254 Atlantic Canadians suggested a new baked bean flavour and entered the contest. Graves’ Facebook presence grew from zero to 1,800 fans during the contest’s nine-week period, and the online campaign delivered 15,480,289 impressions and 24,240 clicks to Graves’ Facebook page. And best of all, Revolve’s social media strategy generated deep engagement, with fans asking questions and sharing recipes, photos, tips, tricks and personal stories all involving Graves Baked Beans.
As well as designing and developing the contest Facebook app, Revolve created all Facebook assets, including profile pictures, cover photos, ads and nine weeks worth of written and visual content. Revolve also created an online ad campaign and point-of-sale collateral to promote the contest and drive consumers to Graves’ Facebook page.