Heinz have been making fantastic advertising like “Millions of Little Britains have grown up great knowing beans means Heinz” for 112 years. But of all their famous campaigns, this one – ┬áSuperbean out-performed the lot. Processed food was getting a hard time from the food lobby so Heinz decided to reposition baked beans from quick snack to superfood. They wanted to make a serious point, trouble was they’d always been humorous. The answer came in the unlikely form of Woody Allen. Serious and funny. The neurotic little character turned in an heroic performance, convincing mums to buy 17% more beans – the biggest YoY sales lift in Heinz’s history. Group hug!

TV, press, outdoor.