Heinz Beanz Snap Pots: Growing value in the beans market

Household penetration of beans had neared saturation point and frequency of consumption was declining. This paper explains how communications helped Heinz Beanz to innovate its brand and in doing so increase market share by trading Snap Pots at a price premium. On a small budget, shrewd media planning enabled Snap Pots to be launched as a hassle-free means of eating beans. Using a clever TV campaign - 'Eazy Beanzy' - that reflected the product design by splitting the TV screen into four, each with a different scenario, it was able to demonstrate convenience and broad consumer appeal. The success of the campaign achieved a market share in excess of four per cent and generated £4 million in sales