Title | GEOFF |
Brand | KRAFT HEINZ AUSTRALIA |
Product / Service | HEINZ BEANZ |
Category | E01. Launch / Re-launch |
Entrant | Y&R ANZ Auckland, NEW ZEALAND |
Idea Creation | Y&R ANZ Auckland, NEW ZEALAND |
Media Placement | SPARK FOUNDRY Melbourne, AUSTRALIA |
Production | Y&R ANZ Auckland, NEW ZEALAND |
Production 2 | ASSEMBLY Auckland, NEW ZEALAND |
Production 3 | FRANKLIN RD Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Josh Moore | Y&R New Zealand | CCO/CEO |
Tom Paine | Y&R New Zealand | Executive Creative Director |
Josh Moore | Y&R New Zealand | Creative |
Tom Paine | Y&R New Zealand | Creative |
Ellen Fromm | Y&R New Zealand | Creative |
Jono Key | Y&R New Zealand | Managing Director / Head of Planning |
Katie Loverich | Y&R New Zealand | Senior Account Director |
Heike Middleton | Y&R New Zealand | Senior Account Manager |
Sacha Moore | Y&R New Zealand | Head of TVP / Producer |
Liz Rosby | Y&R New Zealand | Head of TVP / Producer |
James Wendelborn | Y&R New Zealand | Head of Design |
Caroline Wilkie | Y&R New Zealand | Designer |
Damon Duncan | Assembly | Director |
Rhys Dippie | Assembly | Technical Director |
Amanda Chambers | Assembly | Executive Producer |
Josh Fourt-Wells | Assembly | Lead Designer / Character Design |
Scotty Wilson | Assembly | Environmental Design |
Pete Richie | Assembly | Grade |
Jonathan Mihaljevich | Franklin Road | Executive Music & Sound Producer |
Mahuia Bridgeman Cooper | Franklin Road | Music Composer |
Shane Taipari | Franklin Road | Sound Design |
Rodrigo Wickbold | Kraft Heinz Australia | Chief Marketing Officer AMEA |
Shalabh Atray | Kraft Heinz Australia | Chief Marketing Officer |
Mughees Abid | Kraft Heinz Australia | Marketing Director |
Arjun Tomar | Kraft Heinz Australia | Catergory Marketing Manager - Quick Serve Meals |
Olivia Plymin | Kraft Heinz Australia | Brand Manager |
The idea starts and finishes with the product itself. We rebranded the four new cans with colloquial names that related to the occasion rather than the weight. We then told the heartwarming story of how these new cans came to be. Via a three-minute animation, we introduced Australia to Geoff – the lovable Head of Heinz Beanz Innovation – who designed and named the new can sizes based on his own personal milestones: single life, married life, young kids, teenage kids. The cans Geoff designed in his animated world were simultaneously released in the real-world, in supermarkets across Australia.
Media Spend $13 million (AUD) Production $650,000 (NZD)
Channels: • Screens (FTA TV, STV OLV, YouTube) • Search • Digital display • Native & high impact video • Social • POS Location / Platform: • Metropolitan 5 cap city TV (Sydney, Melbourne, Brisbane, Adelaide, Perth) • Metropolitan 5 cap city TV (AFL Grand Final / Integration) • NNSW, SNSW, QLD Regional TV • Subscription Foxtel TV • Online Video – mixture of catch-up TV and premium placement • OOH – Cinema 5 x cap national • OOH – Train station posters (Melbourne only) • OOH - Billboard (Melbourne only) • Snapchat – 1 x day lens • Snapchat – 5 second Snapads & Snapcode • Snapchat Brand Uplift Study • Unruly Native Video • Exponential High Impact Video Billboards • Fairfax Display behavioural targeting based on can sizes • Search – SEM keyword targeting
Business Impact: • Total sales volume increased +9.7% vs YOY 2016 • Retailers that implemented the campaign increased sales +300% vs those that did not • Note: sales from 2015-2016 had declined -11.03%, so this was a significant turnaround Behaviour: • Purchase intent increased +15%, with 59% of research stating they “would definitely buy a can of Heinz Beans based on the commercial” • Actual purchase frequency increased +8.8% Response Rate: • Snapchat Lens received an engagement rate of 14.8% against Industry benchmark of 7% • Snapchat Film received average play length of 2.1m, against industry benchmark of 0.75 – 1.05m Connection with Brand: • Geoff received a ‘Brand Bonding’ score of 8.2, against an industry benchmark of 6.0 Message Outtake: • 90% of recipients correctly stated the film’s message (can sizes are changing), against an industry benchmark of 60% Consumer Awareness: • +42 million views across all channels
The brief from Heinz Beanz was extremely functional: launch four new can sizes. “Grab the 555g can on your way home” said nobody ever, so we opted to turn a functional offering into an emotive customer experience. Instead of communicating in grams, we gave the packaging more relevance and made it the core component of a heartwarming story. From the animated film right through to the supermarket shelf, the new product and packaging was integral to the consumer path to purchase. Sales increased significantly and for once people were emotional about a product change for a positive reason.
The new can sizes were adapted to suit four diverse segments, so our target audience was extremely broad: pretty much every household shopper in Australia. Our strategy was simple: mitigate potential backlash and drive significant Beanz sales by creating a consumer journey (from screen to supermarket shelf) based on relatable human emotion, rather than functionality. The catalyst for achieving this was the redesign of the can, creating a title for each size that acted as an informal call-to-action, bespoke to each target segment.