Brief
Heinz asked us to launch a new range of flavoured beans varieties to liven up mealtimes. With product placement for food brands notoriously difficult to land, we needed to adopt a creative approach to hit the target.
Campaign
We tapped into the growing trend for experimental food experiences to create an engaging campaign hook to bring the new range to life.
We partnered with foodie architects Bompas & Parr to create an innovative Flavour Experience designed to tap into all of the senses and heighten the gastronomic experience. We also leveraged the historical relationship between Heinz and premium retailer Fortnum & Mason to sell a limited number of the Flavour Experiences in-store. In partnership with the infamous visual content creators, we brought the range of designed beans to life through unique bowls to showcase the range and audio spoons which played an accompanying soundtrack.
Results
Not only did this creative approach generate the required amount of media print coverage, the Twittersphere was also set alight by the multi-sensory approach to flavour and mass awareness was generated across national and design channels, reaching as far a field as Russia and South Korea. A front cover of trends magazine Contagious followed, and the partnership with Fortnum & Mason resulted in the sale of thousands of Heinz Flavoured Beanz cans.