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Empowering Experts at CalBeans

Client Preamble

Noble West partnered with CalBeans to design and implement a fresh creative strategy. With organic content geared toward a Gen Z audience, CalBeans connected with a new demographic and increased engagement.

Project Focus
  • Social media

Empowering Experts at CalBeans

Created by growers for growers, the California Dry Bean Growers Association streamlines growing, funding and promoting dry beans. CalBeans partnered with Noble West to develop a creative campaign for a younger demographic—driving engagement, education and overall reach with new audiences.

Challenge

California Bean Advisory Board was looking to drive awareness, product education, and increase consumption of dry beans by appealing to a younger demographic through their Instagram.

Solution

Noble West developed creative strategy and organic content to target a Gen Z audience that is interested in healthy eating. We shifted from a page of bean facts and historical information to leaning into what Gen-Z is currently consuming in the pop culture sphere. Micro-influencers focused on a healthy lifestyle and UGC have created delicious recipes and visuals for the CalBeans page to continue brand awareness and education through a fresh lens.

Results

2.2MM
Impressions
60%
Increase in reach