Campaign of the week: Heinz Beanz meanz

Beanz meanz | BD Network | Heinz, Australia

Heinz beans are a staple in every Australian pantry. The 120-year old product has one of the most iconic labels in the history of food packaging. The slogan, 'Beanz Meanz Heinz' created by Maurice Drake in 1967 has become a prime example of ad copywriting at its best. In a case of a product imitating its own advertising, Heinz Baked Beans were rechristened Heinz Baked Beanz in 2008.

Heinz in Australia wanted to re-engage with consumers using the brand's famous tagline. Being such a ubiquitous product in kitchen cupboards across the country, it was important for the brand to retain that emotional connection, maintaining its place in the national consciousness.

Read the full case study with video and more images here.

WHY IS THIS ON CREAM? This is an excellent example of Heinz allowing Australian mothers to claim emotional ownership of one of its flagship products, and ownership is surely more valuable than advocacy?

Posted by Mark St Andrew at 19:38:49 in Campaign of the week, Case study, Right Brain: creativity, innovation, ideas, Social media

Technorati Tags: Baked Beans, BD Network, competition, Heinz, Mitchells & Partners

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02 June 2011