Heinz Cheesy Beanz is a Missed Opportunity
Heinz Beanz and Cathedral City Cheese have forgotten how sacred a ritual can be.
What is this about?
Few food traditions match the classic, comforting, and widely loved combo of cheese and beans, with 47% of UK consumers ranking it as a top food pairing (Heinz research).
Why is it interesting?
This made waves in the UK at launch, showcasing the social power of this partnership. However, this could have gone even bigger by enhancing the ritual, not just prioritising convenience. Just imagine delving deeper into the joy, indulgence, and comfort of putting delicious cheese on hot beans (or the other way around) and watching them melt together into a mouth-watering symphony of flavours.
This chance to put more joy into the campaign highlights the importance of our Future Code, Zenjoyment and the opportunity for brands to play in 'The comfort zone', finding new ways to enhance the indulgence in everyday rituals.
So What?
Don't get too comfortable in' the comfort zone'; it has SO much brand innovation potential. Heritage and challenger brands can explore its outer edges to help them reach new audiences, move the brand into new spaces like premium, or even create unique global cultural moments. Imagine if Heinz and Cathedral City delved deeper into this rich sauce of innovation...
Just Imagine ...
A near future:
Where the delicious, cheesy sprinkling ritual is made more convenient thanks to new packaging.
A mid future:
Where Heinz & Cathedral City collaborate with global TikTok sensation 'SpudMan' to take baked potato, beans & cheese to a worldwide audience and harness them to create exciting new variants.
A far future:
Where Cathedral City takes the melty, cheesy goodness to the next level in 'burrata' form, making it even more premium.
Has this sparked a thought for you?
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