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Featured ImageImage of a Heinz baked bean tin, blue with label reading Heinz Beanz Meanz Upside down, with the words upside down - upside down against a light blue background with kitchen utensils, tea pot, cup, pan and wooden spoon all the same background colour

What if you've been doing it wrong all along? Heinz Beanz

When Heinz Beanz superfans refused to sacrifice even a single bean, we identified a small behavioural change hiding in plain sight and turned a simple hack into a talking point and sales driver.

The Problem

Love Heinz Beanz but struggle to get the last ones out of the can? You’re not alone. The can’s design can trap beans in unreachable angles. Add the thick sauce, and they cling stubbornly, leading to consumer dissatisfaction. But Heinz Beanz are irresistibly delicious, and for our most passionate fans, leaving even a single bean behind is simply unthinkable. They’re just too good to leave behind

Image of a Heinz baked bean tin, blue with label reading Heinz Beanz Meanz Upside down, with the words upside down - upside down against a light blue background with upside down kitchen utensils located on the ceiling of the shot, tea pot, cup, pan and wooden spoon all the same background colour

Consumers were way head of us, and social mining showed that superfans were ingeniously storing their cans upside down to enable every bean to leave the can easily. Our role was simply to share the hack in a way that sparked debate and awareness.

Label upside down on a tin of Heinz baked beans. Text reading, too good to leave behind

The Solution? A new label (available in supermarkets), placed on the can upside down, to encourage consumers to store it in the best way to bring every Heinz Bean easily to your bowl or plate.

28%

Increase in month-on-month sales

48M

earned media impressions

89%

quality score

“I trust Wonderland as a brand guardian for Heinz as if they were part of the team and they have been an incredible partner over the years. Their energy, collaborative spirit and passion for our brand is contagious !”

Alessandra de Dreuille, Marketing & Commercial Director

Kraft Heinz

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