How to cut through the clutter…if you are seen as a mainstream staple with not a great deal of buzz?
Look for some blue ocean to swim in…even if it can be well, a bit murky.
Case in point…Bush’s Beans, which announced this week it will seek one Chili-Loving fan to be the first- ever Chili Commissioner.
You want someone to notice? Give em a title.
The Chili Commissioner will receive a $20K “salary” and co-host a Bush’s tailgate at the SEC Championship football game alongside actor and fellow chili connoisseur Brian Baumgartner. As Chili Commissioner, the grand prize winner will collaborate on an official “Tailgate Chili of Champions” recipe and take their passion for chili center stage by co-hosting a tailgate, presented by Bush’s as the “Official Beans of the SEC,” at the SEC Championship game in Atlanta on December 3, 2022.
Perks of the job include: A $20,000 one-time “salary”; the opportunity to collaborate on an official “Tailgate Chili of Champions” recipe; Co-host Bush’s SEC Championship game tailgate alongside Brian Baumgartner, including a chili-cook off judged by a World Championship Chili Cook-off Champion; Two tickets and a two-night all-expenses paid trip for the winner and a guest to attend the SEC Championship game in Atlanta on December 3, 2022;A meet-and-greet with actor and chili connoisseur Brian Baumgartner and a winner of the World Championship Chili Cook-off and most importantly, a year’s supply of Bush’s Chili Beans.
Applicants need to complete an application with basic details, such as name and contact information, as well as answer a few short-answer prompts (in 100 words or less). Next, applicants need to upload a 15-second video explaining why they are the best fit for Bush’s Chili Commissioner role
The best part of the contest for the brand are the doors to personalities that will open up. It has a mix of the traditional, the social and even the disruptive fun that comes when you partner food, sports and the consumer experience, dropped on quite a grand stage with lots of ancillary media opportunities.
Congrats Bush’s Beans for finding a niche that fits well with a cultural event and infusing flavor and fun.
