Writing in The Daily Telegraph today, Campaign editor Caroline Marshall identifies a leitmotiv in Heinz's brand marketing: the endangered species. A few years ago Heinz warned consumers it would shelve its SALAD CREAM concoction if they kept buying mayonnaise instead. This sparked off a "save our Salad Cream" campaign in the national press. SALAD CREAM was saved, relaunched with a price rise and now sponsors the ITV soap Emmerdale. Now the same strategy is being employed for Heinz' baked beans. Two weeks ago Heinz announced it was considering ditching what Marshall calls the most celebrated piece of dyslexia in British advertising: "Beanz Meanz Heinz". In its new campaign Heinz is urging consumers either to "save our slogan" or "vote for change". It will be showing a series of historical bean TV ads to help viewers make their decision. Bean fanatics can vote via Sky's interactive TV platforms, by text message or by visiting the website beanzmeanzheinz.com where there are daily updates on the results.

Most consumers have voted to keep the slogan even though it was last used 13 years ago. This shows how well Heinz has manipulated nostalgia for a line that a whole generation of teenagers has never heard to spin a media story.

For the Emmerdale Salad Cream ad lick here and scroll down till you get it
Make your own salad cream here
On the history of baked beans click here
Make money here from archival baked beans
For jokes about baked beans, try some other blog

"VOTE - OR THE BEANZ GET IT" <strong>"VOTE - OR THE BEANZ GET IT"</strong> Reviewed by Jeremy on Tuesday, July 29, 2003 Rating: 5

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