Bush’s Beans is giving you 30 hours to uncover the secret bean code and win $30,000

30 years ago on May 9, 1994, Bush’s Baked Beans premiered a TV spot of Jay Bush saying “roll that beautiful bean footage.” And to commemorate the experience, Bush’s is running one of the weirdest contests I’ve ever heard of, rolling beautiful bean footage for 30 hours filled with secret codes that might unlock a chance to win $30,000.

To be clear, that is not $30,000 in beans. Unfortunately. Though I guess you could spend $30,000 on beans if you want?

“At Bush’s, we’ve always believed in the beauty of the bean, that’s why it only made sense to celebrate the 30th anniversary of the ‘Roll That Beautiful Bean Footage’ ad campaign in a big way,” said Jay Bush via a press release provided to Guilty Eats. “I’m proud to play a role in sharing the beauty of the humble bean – and that in the three decades we’ve been rolling that beautiful bean footage, my golden retriever co-star, Duke, hasn’t spilled the beans on the Secret Family Recipe!”

So, how does this work? The good news is, it doesn’t involve staying awake for 30 hours (probably) and it doesn’t include eating beans for 30 hours (definitely). Instead, Bush’s will air footage for 30 hours on RollThatBeautifulBeanFootage.com, as well as on billboards, on TV, online, in grocery stores and on digital screens across the United States, including in Times Square. Every minute for 30 hours, the brand will award a new prize, which means 1,800 prizes total… Including one grand prize of $30,000.

That beautiful bean footage starts rolling tonight at Midnight ET on May 9, 2024 and ends at 6 am ET on May 10, 2024. In order to win, if you see the footage in the wild you can scan a QR code that will take you directly to a website to enter. Alternatively, you can find the secret code at the above website – at which point you’ll get directions to view a video, then enter the contest.

Good luck! And may the beans be with you. Or whatever.