• Add to Collection
  • About


    Integrated campaign for Heinz Beanz.
The Problem: Heinz Beanz are an iconic product. However, engagement within the category was low and Heinz were losing market share, especially amongst young families.

The Idea: Most Australians have fond memories of Heinz Baked Beans, whether it’s having them on toast as a kid, or as a late night snack around the campfire. So we decided to ask Australians the question, “What do Heinz Beanz mean to you?", encouraging them to share their stories with the nation.

The Results: Sales of Heinz Beanz soared by 14%, increasing market share against its closest competitor by 5% points. 135,000 new households bought Heinz Beanz over the campaign period. 
Heinz Beanz Meanz was recognised with Gold at MAA UK Best Awards, Silver at MAA Worldwide Awards, APMA Silver and ADMA Bronze.