Cannes Lions

BAKED BEANS

THE BIG KICK, Hatfield / PREMIER FOODS / 2006

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Overview

Entries

Credits

Overview

Execution

For our pitch response we tested the hypothesis that Branston was in fact a tastier Bean. We carried out 250 blind Taste Tests. Over 75% of people selected Branston and were astounded when this was revealed as they all assumed their choice was for Heinz. We christened this powerful marketing tool the ‘moment of revelation’. We knew we needed to replicate this ‘moment of revelation’ in-store before consumers would choose Branston over Heinz. Plus we wanted empirical data from the Taste Tests so we could provide the Trade with hard-hitting purchase intent proof.

Outcome

750,000 challenges delivered in a 5 week period.76% votes cast for Branston.Average 300% volume uplift versus previous week’s sales on Bean Poll days.Huge media attention – Live on air Challenges on Richard and Judy, Radio 4 and Radio 5 (all preferring Branston!). The Daily Telegraph ran a half page feature.22,500 voted in the on-pack promotion.Listings gained in all major multiples.4 week penetration of 12.1% vs. target of 4%.26% repeat purchase level.Sales levels 17% above expectation.Campaign quoted by Premier Foods’ CEO as ‘a significant driver in delivering Premier Food’s profits in 2005’.

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