Heinz has turned to Wunderman Thompson Spain to devise a new campaign being rolled out to the UK market promoting its expanded product range, including bean-based burgers, nuggets and bowls.
The launch campaign is designed to update Heinz Beanz for the younger generation, showing how beans are a solution to many different needs, from nutrition to taste, from convenience to plant based eating.
From a kid asking for more veggies with dinner, through to a co-worker stealing a healthy lunch, the activity features little day-to-day moments that are enhanced by these meals, accompanied by a remixed version of EMF’s 1991 top ten hit Unbelievable as “Unbeanlievable”.
It launches with a full-page ad, featuring the “Unbeanlievable” manifesto, on the back pages of the UK’s leading daily newspapers, to highlight the many situations and circumstances where these new bean-based products can be enjoyed.
The marketing drive, which will run throughout Q1, will target the millennial group of 25- to 45-year-olds, and will see many channels activated to drive awareness, trial, and consideration, including: OOH, social, YouTube, earned media, and shopper marketing with retail partners.
Kraft Heinz New Ventures growth manager Emily Wright said: “Awareness of our iconic Heinz Beanz is unwavering – it’s one of the products we’re best known for in the UK. But there’s so much more that our legendary beans can do.
“We hope with this latest marketing drive we can show our consumers the endless, unbeanlievable possibilities of the humble bean – from burgers to chilli bowls to veg-packed nuggets.”
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