Beanz of your Dreamz

Client: Heinz

My role: Creative director across campaign concept, brand toolkit, visual identity and CRM creative.

The brief: Heinz Flavoured Beanz had an awareness problem. Sales were inconsistent and private label competitors were gaining ground. The task was to build a multi-channel CRM campaign that drove awareness of the Flavoured Beanz range while doing something genuinely engaging with the brand's loyal fanbase.

What we made: The insight that unlocked everything was simple: 74% of Heinz fans were already customising their Beanz with their own ingredients. Rather than fight that behaviour, we built the entire campaign around it. For the first time in Heinz's 150-year history, the brand invited the public to create the next official Beanz flavour, asking fans to mix and match from over 100 ingredients to dream up their perfect combination.

We developed the Beanz of your Dreamz concept, brand toolkit and visual identity for the competition, alongside all CRM creative including email, social content and messaging that built excitement through launch, sustained entries throughout and drove awareness of the Flavoured Beanz range across the campaign.