Campaign details

Brand: Heinz
Brand owner: Kraft-Heinz Australia
Lead agency: Spark Foundry Australia, Y&R NZ
Country: Australia
Industries: Convenience, readymade
Media channels: Cinema, Integrated, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Public relations, Social media, Sponsorship - media, Television
Budget: 1 - 3 million

Executive Summary

There is one consumer truth that is universal in the FMCG category: people loathe the idea of downsizing. Less is never more, particularly for everyday families battling to add more value to their shopping basket. Many well-loved Australian brands have attempted to quietly downsize their packaging to very intense public backlash. So, how could one of Australia's favourite pantry staples – the classic Heinz Baked Beanz – encourage consumers to accept its new (and smaller) cans?