Case Study
Oh, where have you Beanz?
Kraft Heinz needed to re-engage former lovers of Heinz Baked Beanz by demonstrating the versatility of its classic beanz.
A mainstay in the pantry, and the category leader, Heinz Baked Beanz had always been a brand to reckon with but as Aussie’s palates got all fancy, the role of the humble baked bean needed to be recast.
The solution
News Corp leveraged its thriving portfolio of premium digital and print assets to showcase a whole new variety of ways to use Heinz Baked Beanz. Like a layered bean and tortilla bake with guacamole or Miso bean bolognaise. Did someone say yum?
The strategy set out to get Aussies seeing Heinz Baked Beanz in a new light. She’s so much more than just beans on toast!
The execution
Heinz Baked Beanz tapped into News Corp’s Food Corp network featuring in TasteTV recipe videos, branded galleries, a huge magazine editorial feature, editorial inclusions, and high impact digital and print ads across Taste, Australia’s Best Recipes, and other premium digital assets across the News Corp network. To cap it all off, a partnership with Woolworths Rewards put the campaign in front of grocery buyers galore.
The results
The campaign was a sizzlingly delicious success, tracked with an EQ Lift and Custom Audience Study.
An impressive 13.29% (16,352) of the Woolworths Rewards Members were converts giving the wonderful new world of beanz a burl.
And the campaign drove increased brand recall with the wider Australian population with 86% brand recall, 13% above the AU FMCG benchmark.
Kraft Heinz Australia Senior Brand Manager Olivia Plymin said: “Partnering with News Corp and having highly relevant and engaging content throughout the Food Corp network has allowed us to authentically connect with consumers, and inspire people to eat Heinz Beanz in many new and exciting ways.”
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