| Agency: Delaney Lund Knox Warren & Partners | Authors: 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
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).
