BUSH'S BBQ BOOTCAMP
BRIEF: Get consumers to make the association between summer BBQing, and BUSH'S Beans.
IDEA: We sent four average grillers to BUSH’S BBQ Bootcamp, a two-day immersion in all the grilling essentials. With the help of grilling master Steven Raichlen, host of PBS’s Project Smoke, our four participants received the tools and schooling necessary to embrace who they really are behind the grill—their Grillin’ Alter Egos. And of course, they learned that for every grilling recipe, BUSH’S has a bean for that.