• by Sarah Mahoney  @mahoney_sarah, March 27, 2025

Bush’s Beans is getting into the March Madness spirit with help from Seth Curry, the Charlotte Hornets shooting guard, Duke alum -- and yes, younger brother of Golden State’s Steph Curry. The campaign leans into sibling rivalry and basketball fandom while inviting consumers to put their own family name on a personalized bean can.

Dubbed “YourFamOnACan,” the effort celebrates homemade recipes and family pride. Fans can upload a name and photo of their signature dish to receive a free, limited-edition empty can with one of four labels: Original Baked Beans, Kidney Beans in Mild Chili Sauce, Chick Peas or Taco Fiesta Black Beans. New cans drop every Wednesday at YourFamOnACan.com, timed to tournament play.

In Curry’s case, the branded dish is “Curry Family Caviar,” a take on Cowboy Caviar. And yes, it contains curry.

The Knoxville, Tennessee–based company is teasing the campaign across social channels with clips of Curry, nodding to his frequent media mentions of Duke and his brother Steph. The brand is clearly hoping that fan enthusiasm for both NCAA brackets and personalized merch will fuel engagement.

“We proudly put the Bush family name on our products because we believe in their great taste and high quality,” said Stephen Palacios, senior vice president of marketing and innovation. “We know families take just as much pride in their recipes, which is why we’re offering them a chance to put their family name on a keepsake can.”

The 115-year-old brand is the latest legacy food company to play in the personalization space, using limited-time offerings and cultural tie-ins to boost relevance with younger audiences.