Heinz is flexing its marketing muscle in baked beans with a new £5m campaign.

Half of the spend will go on TV activity breaking next week and building on previous executions featuring a Woody Allen-style bean talking about health benefits. This time, the focus is the strength of the brand.

"The first talking bean campaign was talking about the product; now we're talking about the brand's emotional credentials." said Simon Breckon, senior brand manager.

The activity is the second phase of a five-step plan set to include a limited-edition flavour programme starting in the autumn. It comes in the wake of the market share debate between Heinz and rival Premier Foods, which launched Branston Beans last November. Premier claimed to have stolen share from Heinz, while Heinz said that its sales were unaffected, with Branston's growth coming from own label and tertiary brands. Heinz has a 66.7% share of value and almost 55% of volume [TNS].

The ads are backed by a limited-edition silver-trimmed label to create impact on shelf and tailored retailer activity. Heinz is also bringing in a light blue livery for its reduced salt and sugar lines and introducing a 200g can.

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