Heinz Beanz Snap Pots – Growing value in the beans market: not so eazy beanzy

Peter Wilson and Louise Cook

In September 2007, Heinz launched Snap Pots, a new range of microwaveable baked beans. The launch was a response to the Heinz master brand's efforts to add value to its overall portfolio, in what was a challenging grocery market.
Agency: McCann EricksonAuthors: Peter Wilson and Louise Cook

Heinz Beanz Snap Pots – Growing value in the beans market: not so eazy beanzy

INTRODUCTION

This is a very simple case-history, but it is not simply the story of yet another launch. Although we didn't spend a huge sum of money, it clearly demonstrates two things. First, it shows that the right communication can be the catalyst that differentiates between financial success and failure. And second, despite all the mutterings to the contrary, TV is far from dead as a useful means of communication if you plan your...

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