In the context of inflation and rising prices, Heinz was suffering significant volume losses as shoppers switched to cheaper own label alternatives. Heinz needed to win these shoppers back by re-building emotional connections

To do so, Heinz had made a major strategic shift to a new global brand platform: “Irrational Love” which was about celebrating the lengths consumers will go to for their love of Heinz products. We executed this in the UK and specifically for Heinz Beanz to bring a British cultural and ownable truth to life.

This film tells the beautiful, sad, funny story of a Brit who finds himself abroad, on holiday, without his beans. But not just any old beans. Heinz Beanz. The one. The only. The iconic British staple.

The film humorously dramatizes a real life insight that Heinz Beanz are one of the most popular products to take on holiday. Our protagonist, Roger, was cast for his natural humour and likable character.

The spot opens with him standing forlornly at an airport baggage carousel, waiting in vain for his suitcase. He starts weeping. In a series of scenes that follow, we see him sobbing uncontrollably in various locations around the resort - until it’s revealed that the now lost suitcase was filled to the brim with Heinz Beanz.

Our campaign needed to achieve 3 things to help stem penetration decline:

Launch our new creative to re-ignite the UK’s irrational love for Beanz

Re-build a connection with UK consumers, especially private label

Convince consumers to start choosing and buying Heinz Beanz

We leveraged broadcast channels using both AV and OOH to launch our Heinz Beanz campaign with an impressive reach of 95% of the UK Population.

We successfully rebuilt connections with UK consumers, evidenced by a +7.7pts increase in Heinz being seen as the nation's favourite brand.

The campaign resonated with private label shoppers, with positive associations for the brand growing by 19pp and consideration growing by 5pp, proving the campaign was successful in reminding UK consumers why Heinz Beanz are too good to leave behind.

Finally, we drove all-important sales to stem penetration decline, with a 15% increase in unit sales and +2pp on volume market share.