Campaign details

Brand: S&W Bean
Brand owner: Faribault Foods
Lead agency: Barefoot Proximity
Contributing agencies: BBDO
Country: United States
Industries: Convenience, readymade
Media channels: Word of mouth, advocacy
Budget: Up to 500k

Executive summary

Faribault Foods sought to create awareness for its canned bean brand, S&W Beans, among women who value health and wellness. However, product distribution was extremely regionally focused. We knew our audience would be better reached through third-party endorsement, so the brand activated a core set of influencers to inspire their followers with creative ways to add S&W Beans to their recipes.

S&W Beans partnered with Influence Central and hand-selected influencers that aligned with the brand mission. Over the course of three months, the influencers drove 59.4 million media impressions, 3.3 million blog impressions and a 110% increase in engagement rate compared to previous activations.

Market background and context