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FMCG

Heinz Beanz

The Brief

Heinz valued the online medium as an important marketing tool that could its target audience and reinforce above-the-line messages. Swamp was asked to produce a microsite and online media strategy that promoted nutritional messages.

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This campaign proved to be a great success. The designs made a big impact and really grabbed peoples attention Heinz, Marketing

The Objectives

  • Build and promote the Heinz Beanz brand
  • Design a microsite that was innovative, engaging and informative
  • Develop an online media strategy that further enhanced the values of the brand
  • Provide a platform whereby Heinz could reinforce strong advertising and focused messaging.

Our Solution

We planned and bought an online media on i-village.co.uk, handbag.com, Delia online and Mens Health so that we could effectively run a mix of online advertising and advertorials. We also ran activity with Tesco.com to reinforce messaging and to drive further sales. The online advertising we produced was clear and visually strong using the latest rich media techniques whilst the advertorials went even further by detailing the nutritional benefits of Heinz Baked Beanz. The microsite delivered the full campaign messages and provided a click destination for online media.

The Results

The online adverts were shown 12.5m times and the advertorials a further 12,000 times. The campaign was extremely cost effective with an average cost per thousand advert views of just over £5. The activity on Tesco was also very successful and Heinz saw a 35% rise in unit sales of 4 can packs. The activity pushed up Heinz's overall market share on Tesco.com by 5.08%. The campaign was widely recognised throughout the industry and won a Grocer Magazine Award in 2005.