Heinz
Bringing Home the Beans
Capabilities:
Picture this. There’s a woman, let’s call her Sandra. She’s standing in an alleyway in Norwich, fidgeting nervously. She’s waiting for someone. She doesn’t know what they look like, only that they’re bringing the goods. It’s an ask-no-questions type of situation. What’s Sandra trying to score? A can of Heinz Baked Beans.
This is the story of how we avoided a baked bean black market and helped Heinz deliver in the face of a global pandemic – boosting their sales by 200%.
200%
Increase in sales in Q1
X3
The target amount of impressions within 48 hours
£870k
The media value for an investment of £50k
In March 2020, the UK went into lockdown. People were actively encouraged to shop as infrequently as possible and the most vulnerable were self-isolating completely. An early run on tinned food and other essentials meant that when customers did go to the shops, they were often met with empty shelves. It was even worse for key workers, as even with the introduction of shopping priority hours, their schedules left them with only narrow (if any) windows to get to supermarkets.
We one-upped priority shopping hours and went doorstep delivery.
Enter Heinz to Home, an online service where customers could order bundles of Heinz varieties and sauces directly to their door.
From the get-go, we helped map out the digital infrastructure. This included designing the Heinz to Home website and a comms game plan to let customers know that Heinz was now also in the delivery business.
The site offered bundles of Heinz staples - The Essential Bundle, The Sauces Bundle and The Classic Beanz Bundle - for delivery to locked-down customers. NHS staff and other frontline workers had the added bonus of free shipping.
With people shut up indoors, posters and billboards were out the window. So we announced the new offering on social media.
Oh and all of this? We did it in just 3 weeks.
