Branston Baked Beans - How going head to head with the brand leader created a world where Beanz also meanz Branston in just three months

Lisa Conway, Steven Gregory, Steve Marinker, Rhona Hurcombe and Barbara Holgate

Premier Foods had just three months to break into the British baked bean market with Branston Beans. It set out to replace 50% of market leader HP’s Heinz business, but managed to acquire 86%, creating a brand worth £14.4m (approximately $28.5m at 2008 rates).
Agency: Delaney Lund Knox Warren & PartnersAuthors: Lisa Conway, Steven Gregory, Steve Marinker, Rhona Hurcombe and Barbara Holgate

Branston Baked Beans – How going head to head with the brand leader created a world where Beanz also meanz Branston in just three months

INTRODUCTION

This is a story about the need for speed.

Premier Foods had just three months to make a success of the Branston Beans launch or face an annual revenue shortfall of £15 million1.

IPA papers have long provided a showcase for the long-term effects of communications. However in this case we...

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