Campaign Overview
Heinz celebrated 140 years of Beanz through a broadcast PR campaign led by food historian Polly Russell. The campaign turned a heritage milestone into engaging stories for broadcast journalists, combining history, culture, and practical interest. Coverage explored production milestones, global consumption stats, and quirky facts about the iconic brand. By blending nostalgia and research, the campaign provided media with compelling narratives that resonated with audiences across national and regional radio stations. Broadcast coverage ensured the story reached millions while reinforcing Heinz’s cultural relevance. Expert interviews brought credibility and a human element, giving journalists clear, actionable story angles while keeping the content entertaining. The campaign demonstrated how heritage-led storytelling, when paired with spokesperson expertise, can generate wide-reaching broadcast pickup while deepening audience engagement.
Strong Results in Context
- Delivered 41 broadcast opportunities with reach over 5.4 million
- Secured widespread BBC regional radio coverage, amplifying regional relevance
- Achieved national coverage including Times Radio
- Messaging consistently communicated heritage and cultural relevance
- Expert spokesperson interviews added credibility and depth, enhancing media pickup
Audience Insight
- 140 years of heritage celebrated by the campaign
- UK leads global bean consumption, showing widespread audience relevance
- 2 million cans produced daily, highlighting scale and interest
- 465 beans per tin provides a fun narrative hook for journalists
- Secret recipe known by only four people adds intrigue and storytelling value
The Challenge
- Turning a brand milestone into an engaging story rather than a simple product announcement
- Ensuring a credible expert voice to front the campaign
- Differentiating coverage from routine product mentions
