Branston Beans - Instagram Repositioning & Growth

• 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

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.

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

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

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