Cannes Lions

Beanz Meanz Heinz - 50 Year Celebrations

VERVE THE LIVE AGENCY, Dublin / KRAFT / 2018

Overview

Entries

Credits

Overview

Description

Rather than rely on the bank of TV content at our fingertips, we decided to take a different approach. Calling on the power of the branded experience, we used the Beanz Meanz Heinz 50 Year Anniversary to play on our target’s nostalgic brand associations.

An immersive Heinz pop up allowed us to add new dimensions to this traditional brand. Inside we served mouth-watering, contemporary dishes which completely revolutionised how our customers saw Heinz.

Pop-ups are common and we wanted to do more than give away free food. We wanted Heinz Beanz to strategically appear in places that mattered, where it could really make an impact. Since our target saw social media as highly valuable, we decided to use social posts as the currency itself; “Pay for Beanz by Social Meanz” was born. Food in exchange for mentions online; simple and effective.

Execution

We did the research and now it was time to get people talking. Imagine a total Heinz immersion where old meets new and the brand finally got the uplift it deserved. Our one of a kind Beanz Meanz Heinz Pop- Up took over the country’s largest cities. With a menu devised by leading edge Irish chefs, we offered complimentary Instagram-worthy dishes which rotated 3 times a day.

To fill as many plates and social media feeds with Heinz as possible, we undertook a 4 phase campaign plan:

1. Awareness

In the 3 weeks prior to the opening of the café we embarked on a heavyweight PR launch

2. Launch

Personalised invites were sent to bloggers and influencers to get the right people talking

3. Open to the Public

Once the launch event was over it was straight over to the public and the fans came rushing in their droves .

Outcome

Sales results:

• Heinz sales growth in all retailers

• Heinz 7% ahead with Bachelors (lead competing brand) 7% behind.

• Category 4% ahead of May average. Heinz +21%, Bachelors -4%.