Ad campaign rolls into Minneapolis.
August 12, 2004
Bean campaign rolls into Minneapolis
Minneapolis Mayor R.T. Rybak declared June 24 Magical Fruit Day in Minneapolis as Minnesota and North Dakota bean growers celebrated the success of their national campaign, The Beaning of America Tour, at an event at the Nicollet Mall Farmer’s Market.
Surrounded by images from their campaign – launched in Fargo, N.D. in November 2003 – the growers handed out samples of beans and talked about how the campaign has helped elevate the much-maligned bean to its rightful place in the culinary order.
Minnesota Agriculture Commissioner Gene Hugoson also joined the growers and presented a certificate of recognition from Governor Tim Pawlenty’s Office praising the campaign for educating the public about the nutritional benefits of beans. In addition, the Children’s Choir from MacPhail Center for Music performed its rendition of the song, “Beans, beans the magical fruit.”
The highly creative campaign, which came to Minneapolis this summer, features slogans like “Who cut the cholesterol?” and “Toot if you like beans,” and can now be seen on bus stops, trucks and billboards across the Twin Cities.
All of the messages are designed to drive people to the growers’ Web site: www.magicalfruit.org.
Since the campaign launch, The Beaning of America Tour has received national media attention as it has traveled across the country with a wind-powered message that beans are getting a bad rap. The campaign has already visited Sacramento, Fargo and Boston. The limited budget, two-year campaign was created for the Northarvest Bean Growers by Minneapolis ad agency Gabriel deGrood Bendt.
Gabriel deGrood Bendt is a full-service marketing and advertising agency based in Minneapolis. Current clients include Northarvest, DuPont Antron®, Sempra Energy, Zebco, Oasis Market, Danze, Hamline University and The Science Museum of Minnesota.
Gabriel deGrood Bendt reports that Northarvest's campaign has proved so popular that its has generated nearly $100,000 in free publicity. News articles about the Minneapolis event alone reached 521,000 readers in newspapers across the country from Massachusetts to Texas.