Heinz backs Beanz rebrand on the web

Heinz's £5 million baked beans rebrand to turn Beans into Beanz is being backed by a £100,000 digital campaign, including a new site and online advertising.

Its incumbent digital agency swamp has created the new site (www.heinzbeanz.com) to promote the rebrand, featuring ads from the TV campaign and spoof out-takes. With the strapline 'The Bean. The Superbean', the push aims to promote the product's health benefits.

The site features the 'Superbean' character of the TV ads, complete with his life story and online diary. It has also been updated to showcase ads from all Heinz's previous baked beans campaigns. The new TV push is the brand's first for a decade.

Online media, planned and bought by swamp, will feature the talking bean and appear on sites including tesco.com, handbag.com and Hello! magazine (www.hellomagazine.com).

A second push at the start of October will further push the health benefits to target groups such as expectant mothers on iVillage.co.uk and health-conscious men on Menshealth.co.uk.

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

Swamp also worked on the launch of a new microsite for Heinz Salad Cream (Revolution, July/August, p4).

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).