Long term penetration continues to decline for Heinz Beanz, as private label gains volume. We needed to create an explosive family friendly idea that turned Beanz into a culturally relevant newsworthy moment. A reminder of the British cultural icon, the unmistakable comforting and nostalgic taste of Beanz.
To mark their 150th year, we launched the Heinz Beanz Muzeum. A place where the humble, ordinary bean became extraordinary. It contained everything from a beany ball pit, personalised beanz cans, a sensory walk-through toaster, tasting station to an innovation station.
“Our goal was to leave guests feeling refreshed and excited with the brand after a rejuvenating morning dedicated to mattresses and sleep insights.”
