How do you get young people to care about canned beans?
You make a love letter to the bean aisle. A surreal, high-energy trip sparked by a painfully familiar question: Beans again? That’s where we meet Charlie. Just a regular dude shopping for dinner when suddenly...boom! He’s hit with a cosmic answer. A talking sweatshirt. A motivational sloth. A swordfish with a mission. Even a tomato can. All cheering him on in a bizarre, joyful rally cry: Beans again! Beans again!
What starts as a mundane moment becomes a full-blown fever dream of bean affirmation. And it all ends in the most satisfying way possible: with a grocery basket overflowing with GOYA®. Black beans. Pintos. Chickpeas. Red kidneys. A dozen more. Because when you’ve got serious variety, “beans again” never means the same thing twice.
This campaign was part of GOYA®’s push to reestablish its place in American Gen Z kitchens—with irreverence, nostalgia, and a wink to TikTok-era storytelling.
Agency: Dieste
Director: PLÁSTICO
Production: Easy Mondays
Director: PLÁSTICO
Production: Easy Mondays