Kraft Heinz is reminding the nation of its love for Heinz Beanz and the special role the brand plays in mealtimes with a £4 million media investment.
Kraft Heinz has developed a 60 second TV ad, which hits screens from the 27 August during the first X Factor show of the year. The TV ad shows a variety of consumers enjoying Heinz Beanz to highlight a number of situations in which people enjoy a portion of the beans. A song ‘The #CanSong’ plays with a rhythm produced using a Heinz Beanz tin. Transformed into a musical instrument, the characters tap on a tin of Heinz Beanz to the original rhythm of the #CanSong. The end frame focuses on the product with a call to action to get involved with the #CanSong challenge and visit Heinz Facebook to discover more.
To support the ad, Kraft Heinz is launching a 360-degree campaign accompanying the #CanSong Challenge and includes the strapline “Learn the #CanSong” across all media platforms. A tutorial with animated illustration will be released on the Heinz Facebook Page providing a step-by-step guide on how to prepare a tin in order to play a ‘can song’. Consumers will be encouraged to get involved and upload their #CanSong renditions. Together with the launch of the TV ad, it will then be released on Video on Demand (VOD) Facebook and YouTube, delivering maximum exposure.
Kraft Heinz has also teamed up with Global’s Heart and Capital to raise money for Global’s Make Some Noise helps young people living with disadvantage. The grant-giving charity 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 will kick off in the first week of September and will include a strong call to action from talents such as Heart’s Gethin Jones and Capital’s Dave Berry, George Shelley and Lilah Parsons to learn and recreate the #CanSong to raise money for MSN, and win prizes with Heart and Capital.
The communication drive packs are available from 5 September until the end of October.