In a bold move, Kraft Heinz Australia removes iconic Heinz Beanz branding for charming new labels, launching four new can sizes. The nationwide integrated campaign has been created by Y&R New Zealand and Assembly Ltd, with music composed by Franklin Road.
The heartwarming campaign, led by an animated short film, follows ‘Geoff’ – the head of innovation at Heinz Beanz. It tells the story of how, across the years, Geoff’s circumstances change, prompting him to create a new can size for every life stage.
Josh Moore, CEO/CCO, Y&R ANZ stated: “Heinz Beanz is one of those classically iconic global products that only Don Draper and advertising school students get to work on. It’s not the kind of brief that falls in your lap in the real world. But it did and so the Y&R and Assembly teams came together and delivered Geoff, a truly beautiful piece of work that’s going to sell a hell of a lot of beans.”
For the first time, it also acts as the sole catalyst for re-naming the Heinz Beanz product range across Australia.
Tom Paine, ECD, Y&R NZ said: “Launching an animated campaign which directly influences the real-world, on-shelf product is a unique, gratifying process. Hopefully the Australian public enjoy it as much as we’ve enjoyed making it.”
Damon Duncan, Director at Assembly added: “It was a pleasure working with the team from Y&R to create this piece. We loved bringing these characters to life and telling Geoff’s story. The opportunity to tell a life story on this scale was a fun challenge and one the Assembly team relished.”
Source: Little Black Book