Geoff the Film

When it comes to the products they love, people hate change. So, when Aussie icon Heinz Beanz changed their much-loved can sizes to four smaller ones, we set out to create a campaign that was easy to love.

  • Illustrated image of the Heinz Beanz can sitting on a table with a boy in the background that says 'The One For One'
The One For One Can

This lead us to Geoff, the charming Head of Heinz Beanz Innovation. We introduced Geoff to Australia via a heart-warming three-minute animation. The film followed Geoff’s life, from a young boy with an unusual obsession with Beanz, to a man, who invented new Beanz can sizes to suit his growing family.

Supported by an integrated campaign, the film has been viewed over 26.9 million times and Geoff’s cans sold out within the first fortnight.

Simultaneously with the film, Geoff’s cans appeared in the real world too. Our new labels completely overhauled the iconic on-shelf packaging – marking the first major branding for Heinz change in almost 90 years.

Finally, a product change that had everyone in tears, for all the right reasons.

  • Illustrated red-headed man and blond woman in the hospital holding newborn twins, a bean shaped balloon in the background
    Geoff’s journey shows that there’s always a Heinz Beanz portion to fit any moment in life.
  • Illustrated red-headed man at a table, staring at a Heinz Bean through a magnifying glass, blueprint on the table
    We wanted to show shoppers that the four new can sizes were inspired by the different reasons and ways our shoppers love Heinz Beanz.