Digital Dispatch 12.7: BEANS.
How a humble legume conquered the world of community-driven marketing.
Extra, Extra
Key reads to keep up on industry news
I spy with my little eye… this social psychologist points out ways to spot disinformation online.
Al Gore takes shots (see what I did there) at algorithm-based social media at COP28.
Forbes explores the rebranding of the humble bean with Heyday Canning Co.
Love This Language
Excellently composed posts, presented for your viewing pleasure.
Speaking of Heyday Canning Co., I’m now their biggest fan.
Their popup in NYC allowed consumers to exchange any brand of canned beans, which would then be donated to a food shelf, for Heyday Canning Co. beans, merch, and even signed photos of Beanie Feldstein.
It took many thoughtful, strategic elements to make this a viral success for the bean brand.
Good branding and cool merch
An element of goodwill during the season of giving
Positioning their beans as the superior brand through the swap structure
Whimsy and delight! Getting to shop with beans just sound so much more fun than shopping with a debit card.
Community excitement to share on social
Targeting a generation that both shops their values to a larger extent and loves some internet-induced absurdity, this bean themed pop-up was truly a beautiful marketing moment.
Here are a few posts from the pop-up’s journey.
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The bean menu
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Community content about the popup
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Their update after going viral caused them to run out of beans
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And a recap of it all
In and Out
What we need more of (and less of) on social this week
In
Beans as currency
Ordering Christmas presents from small businesses *now* to allow for shipping time
Values-based gifting (experience gifts, giving back to the community, bought local)
Putting random bows on everything
The Pantone color of the year, Peach Fuzz
Out
TikTok Shop
Ordering Christmas presents with 2-day free shipping on 12/21
Impersonal gifting destined for the giveaway pile
Beige minimalism at the holidays
(RIP to my broken heart) Barbie pink