Magazine article Marketing

Adwatch: Heinz 'Superbean'

Magazine article Marketing

Adwatch: Heinz 'Superbean'

Article excerpt

It's one of the UK's most popular brands, feeding young and old in homes up and down the country. But come October, when the government white paper on public health may well talk of legislative measures to improve our health, brands such as Heinz will need to keep ahead of legislation to make them comply - otherwise a case of 'Beanz Meanz Finez', perhaps.

How has Heinz Beanz, one of our most enduring food brands, responded to accusations of excessive salt content in its recipes? Or, for the less cynical, how has it proved its social responsibility by continuing to reduce salt content in its products? With a new TV campaign, served in an imaginative, fresh and compelling way.

Quick TV ad synopsis: the bean is rolling around a giant tin of beanz, pondering its sense of self - it thinks it's too easy; it'll go with anything.

But hey, that's actually good. It's low in fat, high in fibre and its carbohydrates are extremely complex. It's a Superbean.

Strategically: admit there's bean (sic) a change, address the issue, make the new bean the hero, put the product centre-stage, front of mind, sell, sell, sell, baby. …

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