Heinz - Geoff

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Heinz Beanz have been on Australian supermarket shelves for almost 90 years. But in recent years they’ve lost relevance with modern families and found themselves confined to the back of the pantry.

Put simply, Aussies were eating less Beanz and the whole category was in decline. So Heinz decided to relaunch their iconic cans in four new sizes (130g, 220g, 300g and 555g), each developed for a specific meal occasion.

Given the history of iconic brands changing their products and failing, our brief to ourselves was simple: introduce Australia to the new sizes in a way that’s impossible to hate.

The idea starts and finishes with the product itself.
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