Baked beans, but make it gourmet

The Brief in Brief

Bold Bean Co. needed to shift perceptions around baked beans—from a quick, forgettable meal to a premium, slow-food experience. Launching in Sainsbury’s, they wanted to drive trial, spark conversation, and hit ambitious sampling targets by getting their gourmet beans into as many hands (and mouths) as possible across London.

What We Did

We designed a sleek, agile sampling truck that popped up in ten prime locations, offering hot servings of Bold Bean’s new range. Over the course of the activation, we gave away thousands of samples, inviting Londoners to experience the rich, gourmet flavors firsthand. More than just a giveaway, the experience encouraged people to rethink baked beans, swapping the usual for something premium and delicious.

Why It Worked

From vehicle design and location planning to logistics, staffing, and sampling strategy, we took care of it all. Over the course of the tour, we handed out 2,772 samples — driving trial, awareness, and serious buzz for Bold Bean’s launch. A seamless, satisfying campaign that left London craving more beans on toast.