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Bush’s canned goods is leaning into user-generated content (or UGC) — the company’s next commercial will be made by a creator.

Known for its canned beans, Bush’s is currently running a film festival contest — aptly named Bush’s Beans Can Film Festival — which aims to get people to submit their own films about beans via their social channels with the hashtag #BushsCanFilmContest. The winning film will serve as the brand’s next ad; the winning creator will earn $50,000.