Heinz takes 'superbean' campaign online with Swamp

LONDON - Heinz's £5m baked beans rebrand, in which Beans has become Beanz, is being backed by a £100,000 digital campaign including a new website and online advertising.

The company's incumbent digital agency Swamp has created a new site, which will feature ads from the TV campaign, created by Leo Burnett and promoting the rebrand, as well spoof out-takes. It will also show ads from all of Heinz's previous baked beans campaigns.

The online media push, which was also planned and bought by Swamp, will feature the talking bean that appears in the TV ads. Sites to carry the online campaign include Tesco, Handbag and Hello! magazine.

A second push at the start of October will emphasise the health benefits of eating baked beans and target specific groups, including expectant mothers on iVillage and health-conscious males on Men's Health.

Simon Breckon, senior brand manager for Heinz Baked Beanz, said: "Online is a crucial component in targeting our audience and we believe that the great online creative will really get our Superbean message across to our customers."

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