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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.” 

Case Study
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Mission: Impossible – Fallout was coming soon to a cinema near you, with a target audience of men 25-to-54, and Paramount Pictures needed to get bums on cinema seats.

Getting on the radar of moviegoers: Fox Sports’ mission possible

Mission: Impossible – Fallout was coming soon to a cinema near you, with a target audience of men 25-to-54, and Paramount Pictures needed to get bums on cinema seats.

Case Study
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ahm partners with Survivor

Fans of Australian Survivor are 1.2x more likely to have cover with a private health provider and 2.5x more likely to be looking at switching.

ahm partners with Survivor

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Case Study
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Menulog drives brand recall with Survivor All Stars digital sponsorship

In 2020, the greatest Survivors the Australian game has ever seen returned; hungrier, stronger and shrewder than ever before.

Menulog drives brand recall with Survivor All Stars digital sponsorship

In 2020, the greatest Survivors the Australian game has ever seen returned; hungrier, stronger and shrewder than ever before.

Case Study
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9Honey Kitchen x Green’s

One of Australia’s most famous baking brands, Green’s, wanted to stand out within the baking category and showcase its “home style” range. 

9Honey Kitchen x Green’s

One of Australia’s most famous baking brands, Green’s, wanted to stand out within the baking category and showcase its “home style” range. 

Case Study
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9Honey x Campbell’s

Campbell’s seizes the opportunity to increase market share and shift consumer perceptions about its products, from pantry essentials to recipe-driven must-haves.

9Honey x Campbell’s

Campbell’s seizes the opportunity to increase market share and shift consumer perceptions about its products, from pantry essentials to recipe-driven must-haves.

Case Study
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7Digital positions Suncorp as the insurance provider of choice

By tapping real-time weather data, 7Digital put Suncorp and the importance of insurance front and centre during the hot Aussie summer.

7Digital positions Suncorp as the insurance provider of choice

By tapping real-time weather data, 7Digital put Suncorp and the importance of insurance front and centre during the hot Aussie summer.

Case Study
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7Digital taps NFL fans for McDonald’s

Using its digital smarts, 7Digital helped the Golden Arches to engage avid NFL superfans in three of its biggest brand promotions.

7Digital taps NFL fans for McDonald’s

Using its digital smarts, 7Digital helped the Golden Arches to engage avid NFL superfans in three of its biggest brand promotions.

Case Study
30th Jul

Patties Foods takes a larger slice of the pie

With big-name brands including Herbert Adams, Nanna’s, Four’N Twenty and Patties, Patties Foods is the queen of the frozen pastries category.

Patties Foods takes a larger slice of the pie

With big-name brands including Herbert Adams, Nanna’s, Four’N Twenty and Patties, Patties Foods is the queen of the frozen pastries category.

Case Study
24th Jul

The high impact 7Statement

7Statement is a high impact ad unit that drives effectiveness through context and relevance.

The high impact 7Statement

7Statement is a high impact ad unit that drives effectiveness through context and relevance.