Agency: AMV BBDO
Market leader Heinz is launching a new £3million marketing campaign for its new Heinz Beanz Fridge Pack, including television, online and in-store activity.
The campaign aims to drive further awareness and sales of the Heinz Beanz Fridge Pack, which launched earlier this year in September.
The advert aims to emphasise the extraordinary lengths people go to to save their beloved leftover beans; from plastic containers to egg cups and from tea cups to little saucers.
The advert will demonstrate that the Heinz Beanz Fridge Pack is the simple solution to storing beans.
In contrast to the majority of Heinz TV adverts, there are no people in the Heinz Beanz Fridge Pack advert, but the viewer gets a sense of the consumers’ personalities from the contents of the different fridges.
“Since the Heinz Beanz Fridge Pack launched earlier this year, it has invigorated the beans category. This fun new advert will create further awareness and demand for Heinz Beanz from both new and existing consumers,” said John Alderman, Marketing Manager Heinz Beanz.
The Heinz Beanz Fridge Pack is a 1kg re-sealable bottle which has been developed to cater for consumers who may use more than a can or only part of a can, when cooking for their families. As a result they may leave the rest of an unused can in the fridge which can then be wasted.
Once opened, the Heinz Beanz Fridge Pack stays fresh in the fridge for up to five days, allowing consumers greater flexibility to use as many beans as they like before re-sealing the screw-top and putting the bottle back in the fridge.
The side of the bottle also has a clearly marked, see-through portion control guide, making it easy for consumers to see how many beans are left.
“Heinz is dedicated to looking for new ways to drive value in the Beans, Kids and Meals category, and the new advertising campaign aims to build on this,” Alderman continued
“The Heinz Beanz Fridge Pack demonstrates how Heinz is harnessing consumer trends, continuing to drive innovation and ensuring the category is relevant and exciting for consumers.”
Heinz has a 64.1 per cent value share of the total £332 million UK Bean Accompaniments market and is showing growth ahead of the market at +3.2 per cent year-on-year.
The second biggest player, behind Heinz, is private label, which has a 23.1 per cent share. The nearest branded manufacturer has a share over the same period of 10.9 per cent.