There's More to It Than Bean Jokes

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CHICAGO Gabriel DeGrood Bendt looks to move beans beyond their flatulent image in a new tongue-in-cheek national campaign for the Northarvest Bean Growers Association.

“We’re really trying to change perceptions about beans, which tend to be one dimensional,” said Tom Gabriel, president of the Minneapolis agency.

The two-year outdoor effort is meant to stress the taste, health and nutritional benefits of beans while poking a little fun at the image of legumes, Gabriel said. Headlines from the campaign include “Live to be an old fart” and “Toot if you like beans.”

“Not





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