This campaign launched the new Heinz product line, Beanz Creationz. With this product designed for people to be more experimental than just plain old baked beans on toast, the campaign was based on an insight that people were increasingly fascinated with discovering new and exciting tastes through pop up food outlets, food trucks and the like. I came up with the positioning line “Best beanz on the block” and brought back the “Beanz Meanz Heinz” jingle at the same time.
The next phase of the campaign saw the development of an actual Beanz Creationz Food Truck which went around Australia giving people the chance to experience the “best beanz on the block” for themselves. Some earlier stop motion recipe videos done for the brand worked well on social platforms and so that element was incorporated into the truck promo social videos as well.