Kraft Heinz has unveiled a new £4m marketing campaign which “celebrates a multitude of moments when Heinz Beanz make things that bit better”.
The ball starts rolling tomorrow (27th August) when a new 60 second commercial airs during the first X Factor show of the year. The ad shows a wide variety of consumers enjoying Heinz Beanz, all linked by ‘The #CanSong’, the rhythm of which is produced – unsurprisingly – using an empty can.
Consumers will be encouraged to “Learn the #CanSong” and upload their own renditions. A video tutorial will be available on the Heinz Facebook page for those who need assistance in banging a tin.
Kraft Heinz has also teamed up with Global Radio’s stations Heart and Capital to raise money for Global’s Make Some Noise (MSN) organisation. Make Some Noise gives a voice to small charities and projects across the UK that struggle to raise awareness. The Can Song Challenge encourages everyone to raise money by performing their own Can Song.
The Global partnership kicks off in the first week of September and will include a strong call to action from the likes of Heart’s Gethin Jones and Capital’s Dave Berry, urging listeners to learn and recreate the Can Song to raise money for MSN and win prizes.
The partnership is being reinforced with on-pack messaging across Heinz Beanz 4-packs, 6-packs and Heinz Beanz 50% less Sugar. More than six million specially-flashed packs will be available from 5th September until the end of October.
Francesca Mattiussi, Senior Brand Manager for Heinz Beanz said: “The decision behind this all-new and exciting 360 degree campaign is to celebrate the nation’s love for Heinz Beanz. On top of this we are thrilled to support Global’s Make Some Noise, which is an exceptional organisation supporting charities for young people – making our job that bit more rewarding.”
