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We reminded shoppers that although own-brand beans might look and taste similar to Heinz, they don’t have that special Z Factor. Using social media and a playful on-pack, we were able to shout about all the lovely little differences that make Heinz the nation’s favourite – from our super-secret recipe to our rejection of ‘bad beans’.

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Spilling the Beanz

We shared our stories in a way that felt totally Heinz – through snappy social videos, sponsored Facebook carousels and video on demand. Each piece of content celebrated a simple reason why Heinz Beanz are the only beans with the Z Factor.

Bean Counting

Our exclusive Tesco on-pack played to one of our biggest strengths – the fact that Heinz has 57 unmatchable varieties. Shoppers could win £57 every hour, just by buying our Beanz. And buy our Beanz they did.

Results

  • Social reach
    of 76%
    Social reach  <br>
             of 76%
  • 71%
    Impressions
    71%  <br>
             Impressions
  • View through
    rates of 76%
    View through <br>
             rates of 76%
  • 46,747 competition
    Entries
    46,747 competition <br>  
             Entries
  • Sales uplift
    of 41%
    Sales uplift  <br>
             of 41%