Graves is a classic Atlantic Canadian brand grown from Annapolis Valley soil. Minard Wentworth Graves took the leap of faith in 1903 when he saw opportunity to take his family apple orchard to a larger marketplace. Graves, now owned by Bonduelle, has grown to an international canned vegetable, legume and baked bean export success. The Graves brand represents resilience and dedication; values common to Atlantic Canada, with consumer confidence that comes from the rich history and vibrant entrepreneurial spirit of its founder. Like a sous-chef, Graves plays a vital role by confidently holding together a meal, whether as an accompaniment or main ingredient in a home cook’s masterpiece. It is rich in tradition, with time tested reliability, comfort and convenience. In a DNA Revolve authored for the Graves brand, we developed the brand promise: Atlantic Canada’s most trusted kitchen companion.
While writing the brand strategy for Graves with the goal of growing market share with young parents, we asked ourselves: “What does our target demo really want?” The answer was obvious: there’s nothing busy families need more than time. Fortunately, a few cans of Graves beans or legumes can shed hours off weekly meal prep.
Revolve created Bean Cheats, a campaign focused on easy, time-saving and affordable recipes and tips using Graves Beans products. Bean Cheats was shared both in-store at grocery retailers and digitally with a focus on social (Facebook, Instagram, and Pinterest). To familiarize consumers with Graves’ canned products, we worked with Sobeys’ dieticians and facilitated in-store tastings of Bean Cheats recipes. We also created nifty little recipe books and shareable instructional videos.
The campaign received excellent engagement from our target audience, with the digital campaign garnering over 4.75 million impressions.