In the Bush’s Beans commercials, Duke, the family golden retriever, wants to sell the secret family recipe, but the Bush family always stops him. The dog is based on the Bush family’s real-life golden retriever, and the campaign, which began in 1995, made Bush’s the big dog of the canned baked beans market practically overnight. Their confidential baked beans formula is considered one of the top 10 biggest recipe secrets in the U.S.