Baked beans are a great pantry staple - there’s a can in every kitchen cupboard but Heinz Beanz Creationz was all about building on the versatility of beans to be more than just something to have on toast. In keeping with the traditional can format, we reframed Heinz Baked Beans to be a bit more foodie.
With flavours like Fiery Mexican, Mild Curry or Salsa Chilli style, it was time to get busy with Beanz and find new inspiration to bring canned beans back into the weekly repertoire. The design was bold, just like the flavours. Strong colours against a black background provided taste appeal and visual inspiration, incorporating beans into quick and tasty meals.
The illustrated outlines spoke to going outside the lines and being creative. The design speaks to fun and flair – the beans already taste great, but we challenge you to make them even better! In creating opportunity for baked beans to extend beyond a topper on toast, Heinz were able to build equity in baked beans by a further 10% and overall share by 4%.
