Heinz was launching a new Beanz product to drive the beans occasion beyond just beans on toast. Our challenge was to create a campaign that would demonstrate the great tastes and versatility of the Heinz Beanz Creationz range while still staying true to the Heinz Beanz brand.
Best Beanz on the Block
People these days are looking for more exotic, interesting local flavours that are affordably priced. Think of food trucks and those great little restaurants which are no more than a hole in the wall. Local flavours that are authentic and big on taste. This was a perfect fit for Heinz Beanz Creationz, and as such Best Beanz on the Block was born.
We developed a completely integrated campaign with a number of components that brought Best Beanz on the Block to life with the right content for the right channel:
- TV brought the Best Beanz on the Block story to life
- Social videos were used to inspire people with the simple, delicious dishes they could make
- Contextual taste.com.au digital ads targeted relevant search terms
- In-store activation drove sampling and connected Best Beanz on the Block across the entire path to purchase
- Exceeded yearly sales targets by 85%
- Social Engagement rate of 9%
- $12.5k video media spend = 330,000 reach with 50% video completion rate