HEINZ 'CAN-DO CHEF CHALLENGE' CASE STUDY
THE CHALLENGE
Elevate Heinz Baked Beanz from a breakfast basic to a source of kitchen experimentation and ingredient used to level up your cooking game.
THE INSIGHT
Our career-driven audience loves cooking, but they’re time-poor. 74% of our audience worked on their cooking skills in lockdown and 60% said they were committed to keeping this momentum going post-pandemic. The catch is, they still want the satisfaction of kitchen experimentation but they need to achieve it in a time-efficient way without compromising on taste.
THE IDEA
Partner with Heinz to create a ‘CAN-Do Chef Challenge’ where we collaborate with two of Australia’s best cooking and culinary talent to create bespoke recipes with a humble can of Heinz Baked Beans as the hero—cementing it as a versatile ingredient to be enjoyed way beyond breakfast time.
IN JUST 6 WEEKS...
Teaming the rising trend of cooking at home post-pandemic with recognisable, reputable cooking talent—like Diana Chan and Manuel Diaz—proved to be a success, giving the overall campaign an approachable feel, reaching over 1.8 million foodies.
Extending the CAN-Do attitude ever further, we gave our audience the chance to win a private cooking class with Diana Chan, which garnered a ton of entries, attracting comments like ‘How awesome would this foodie prize be?!’ and ‘This would be my absolute dream’.
Proving the content drove action, overall sentiment across social was impressive with passionate foodies making plans to cook the recipes with friends and family directly in the comments section, with some sharing how they would put their own spin on the recipe and get creative in the kitchen with Heinz Baked Beans.
