Bye-Bye Heinz Beanz. Hello The One – The One for One, The One for Two, The One for All and The Lil’ One. Kraft Heinz Australia has removed its Heinz Beanz branding to make room for a series of new labels that underscore Heinz’ four new baked bean can sizes. Sizes that fit lifestyles.
And to make sure that the point of the new can sizes is well and truly communicated, Y&R New Zealand has created a three-minute animated short film with Assembly Ltd, that tells the story of how the can sizes were invented by Geoff, the head of innovation at Heinz Beanz, in response to changes throughout his life.
Around the film are a 30 second trailer plus a 15 second cutdown for each of the four can sizes. The full campaign includes TV, digital and point of sale.
Josh Moore, chief executive officer and chief creative officer of Y&R ANZ, commented “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, the new campaign is also the only means of launching the new Heinz Beanz product range across Australia.
Tom Paine, executive creative director of Y&R NZ, commented, “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.”
Credits:
Agency: Y&R New Zealand
Chief executive officer & chief creative officer: Josh Moore
Managing director & head of planning: Jono Key
Executive creative director: Tom Paine
Copywriter & art director: Ellen Fromm
Senior account director: Katie Loverich
Senior account manager: Heike Middleton
Head of design: James Wendelborn
Heads of TV & producers: Sacha Moore & Liz Rosby
Production company: Assembly Ltd
Director: Damon Duncan
Technical director: Rhys Dippie
Executive Producer: Amanda Chambers
Lead designer & character design: Josh Fourt-Wells
3D artists: Geoff Kirk Smith, Katie Naeher, Craig Speakman, Craig Baxter, Alex McLeod, Damon Duncan, Rhys Dippie, Josh Fourt-Wells, Marcos Godoy, Anastasia Fileva, Andrii Kryvuila, Gustavo Soares, Alex Scollay & Patrick Blades
Environmental design: Scotty Wilson
Compositing: Rhys Dippie
Grade: Pete Ritchie
Sound: Franklin Road
Music Composed By: Mahuia Bridgeman Cooper
Sound design: Shane Tapari
Executive music & sound producer; Jonathan Mihaljevich
Media agency: Spark Foundry
Client: Kraft Heinz Australia
Chief marketing officer AMEA: Rodrigo Wickbold
Chief marketing officer: Shalabh Atray
Category marketing manager – quick serve meals: Arjun Tomar
Marketing director: Mughees Abid
Brand manager: Olivia Plymin
