Kraft Heinz aims to drive consumer engagement and remind shoppers of the special role the brand plays in mealtimes with the launch of a £4m marketing campaign including TV ads and a #CanSong challenge.
A new 60-second TV ad broke on Saturday 27th August during the first X Factor programme, showing a range of consumers enjoying Heinz beans in different ways, reinforcing the “versatile mealtime solution” message. All the moments are tied together in a song – the #CanSong – where the rhythm has been made using a Heinz Beanz can. The idea of the ad is to showcase a range of moments “when Beanz make things that bit better”, according to Heinz – from a young boyfriend and girlfriend, a group of builders having breakfast, festival-goers, a mum serving tea to her kids and fishermen on a trawler in the open sea.
The characters in the ad all tap on a tin of Heinz Beanz to the rhythm of the #CanSong. The end frame focuses on the product with a call to action for viewers to get involved with the #CanSong challenge and visit Heinz Facebook to discover more.
The ad has also been released on Video on Demand (VOD), Facebook and YouTube to generate maximum exposure.
Heinz is also linking up with the Make Some Noise (MSN) charity campaign run by commercial radio group Global and its stations Heart and Capital. This partnership will be promoted through social media, as well as on Heinz Beanz four packs, six packs and Heinz Beanz 50% less Sugar from September 5th 2016 until the end of October 2016.
Consumers are being challenged to learn the #CanSong, film their own version and then share it on social media as part to raise money for Make Some Noise, which gives grants to help disadvantaged young people.
“Beanz are loved by everyone,” said Kraft Heinz Senior Brand Manager Francesca Mattiussi. “By allowing consumers to get involved in a number of ways and showing them many recognisable moments where Beanz can be enjoyed, we will remind them of their love while driving incremental sales for our customers. On top of this we are thrilled to support Make Some Noise, making our job that bit more rewarding.”
The Global partnership kicks off in the first week of September and will include calls to action from Global DJs and presenters including Heart’s Gethin Jones and Capital’s Dave Berry, George Shelley and Lilah Parsons. Heart and Capital will be offering prizes for the best versions of the #CanSong.