Branston Beans

Branston Beans is an iconic British brand, but its Instagram presence wasn’t cutting through. Engagement was flat, content felt generic, and the brand lacked a distinctive social voice.

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I led a strategic shift in tone and creative direction, repositioning the channel into a culturally resonant, high-performing platform.​

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Results

Increased engagement from 20–30 interactions per post to 10,000–36,000+
Achieved 5000%+ increase in overall reach
Delivered multiple viral posts at scale
Maintained modest boost budget (£150–£200 per post) with no increase in overall spend

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Approach

Redefined the brand’s tone to align with audience humour and internet behaviour
Developed bold, scroll-stopping, participation-driven content
Prioritised shareability and conversation over traditional brand messaging

Built a consistent long-term content system grounded in audience psychology

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The result was a transformation from passive, brand-led posting to a high-impact social presence that audiences actively engaged with.