The idea starts and finishes with the redesign of the product itself. We rebranded the four new cans with colloquial names that related to the consumer rather than the physical 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.

The brief was extremely functional: launch four new can sizes. “Grab the 555g can on your way home” said nobody ever, so we turned a functional offering into an emotive customer experience, where the can itself became the hero and the call-to-action. Instead of communicating in grams, we gave the packaging relevance to our four target demographics, and made it the core component of our heartwarming animated film. The illusion that the packaging redesigns were implemented by Geoff in his animated world (based on his various life changes) heavily contributed to the charm-factor and consumer appeal of the real-world packaging. From screen to supermarket shelf, the new product design was integral to the consumer path to purchase.

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

Heinz Beanz have been on Australian supermarket shelves for almost 90 years. But in recent years they’ve lost relevance with modern families, and found themselves confined to the back of the pantry. Put simply, Aussies were eating less Beanz and the whole category was in decline. So Heinz decided to relaunch their iconic cans in four new sizes (130g, 220g, 300g and 555g), each developed for a specific meal occasion. Given the history of iconic brands changing their products and failing, our brief to ourselves was simple: introduce Australia to the new sizes in a way that’s impossible to hate.