The virals acted as a support media to the ATL activity. The overall campaign was aiming to position beans as a super food by making light/medium Heinz Baked Bean buyers appreciate them more by consciously telling them motivating nutritional truths. A down-to-earth, engaging personality was crucial in order that the ads were emotionally engaging. The virals were a fantastic vehicle to build on this personality and gave reward for people who wanted to see more of the Superbean!