Adwatch: Heinz 'Superbean'

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Sean Kinmont, Managing partner and creative director, 23red

September 15, 2004

How long?

1 minute

Adwatch: Heinz 'Superbean'

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. Creatively - give the bean a personality; forget the past with its cutesy kids and homely ways. This new bean is a big Noo Yoik bean, a Woody Allen-esque bean, with a neurotic, modern, funny, grown-up personality, who is trying to work through what being a new Superbean is all about.

Art direction is minimalist - has a tin of baked beans ever looked so good? And this is the most stylish, shiny bean, disrobed of its usual sickly, sweet tomato sauce dressing.

Then simply take the superbean and give it its own website, complete with blog, fan mail and outtakes from the TV campaign.

And finally, a few words from the bean itself: 'I find it difficult to blow my own trumpet. Mainly because I haven't got any lips. But people love me ... and it's not just the tomato sauce, you know ... I'm a shiny, happy guy in a can - hey, I'm on TV! I'm a superfood. I'm a superbean superstar. Alrighty! Check me out, I rock!'

Topics

Marketing