The idea starts and finishes with the product itself. We rebranded the four new cans with colloquial names that related to the occasion rather than the weight. We then told the heartwarming story of how these new cans came to be. Via a three-minute animation, we introduced Australia to Geoff – the lovable Head of Heinz Beanz Innovation – who designed and named the new can sizes based on his own personal milestones: single life, married life, young kids, teenage kids. The cans Geoff designed in his animated world were simultaneously released in the real-world, in supermarkets across Australia.

Channels: 

• Screens (FTA TV, STV OLV, YouTube)

• Search

• Digital display

• Native & high impact video

• Social

• POS

Location / Platform:

• Metropolitan TV (Sydney, Melbourne, Brisbane, Adelaide, Perth + AFL Grand Final / Integration)

• NNSW, SNSW, QLD Regional TV

• Foxtel TV

• Online Video – catch-up TV and premium placement

• OOH – Cinema national

• OOH – Train station posters

• OOH - Billboard

• Snapchat – 1 x day lens / 5 second Snapads & Snapcode

• Unruly Native Video

• High Impact Video Billboards

• Fairfax Display behavioural targeting

• Search – SEM keyword targeting

Number of airings / placements: 

• TV across Metro, Regional & Foxtel: 5,976 spots

• OOH: 101 placements

• Cinema: 1,600 screens nationwide (approx. 40,000 plays total)

Start date: 03.09.17

End date: 11.11.17

Country / Region: Australia

Business Impact:

• Total sales volume increased +9.7% vs YOY 2016

• Retailers that implemented the campaign increased sales +300% vs those that did not

• 2015-2016 sales had declined -11.03%, so this was a significant turnaround

Behaviour:

• Purchase intent increased +15%, with 59% of research stating they “would definitely buy a can of Heinz Beanz based on the commercial”

• Actual purchase frequency increased +8.8%

Response Rate:

• Snapchat Lens engagement rate of 14.8% against Industry benchmark of 7%

• Snapchat Film average play length of 2.1m against industry benchmark of 0.75 – 1.05m

Connection with Brand:

• ‘Brand Bonding’ score of 8.2, against industry benchmark of 6.0

Message Outtake:

• 90% of recipients correctly stated the film’s message, against industry benchmark of 60%

Consumer Awareness:

• +42 million views across all channels

Source: Luma Research, Heinz sales data, YouTube + Snapchat analytics