Heinz - Everything you always wanted to know about beans (but were afraid to ask)

Matt Wyatt

This campaign for Heinz Baked Beanz aimed to revitalise the brand. Sales had been declining 4% per year due to medium and light buyers buying out of habit only.
Agency: Leo BurnettAuthor: Matt Wyatt

Heinz – Everything you always wanted to know about beans (but were afraid to ask)

Matt Wyatt

Planning recognised that Heinz Baked Beans' 'nutritional credentials', allied with its other accepted qualities, made it a 'superfood' – a positioning that would allow beans-buyers to consciously reappraise beans as 'good for you' and buy them more often.

'I HAVE THIS RECURRING NIGHTMARE THAT I'M TOAST'

This is the story of how planning helped give birth to a neurotic superbean.

The British are bonkers about baked beans. One and a half million cans of them...

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