1. My Grown Up Beanz
August 2012
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2. Heinz Beanz have
a loyal following of
fans, who refer to
themselves
as Beaniez
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3. And Beaniez love their Heinz Beanz!
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4. All of the Beaniez all grow up loving Heinz Beanz,
even on their pizzas
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5. To their friends they are always the same old bean
they know and love – just like Heinz Beanz!
But as they’ve grown older they’ve all developed
different tastes and personalities
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6. So Heinz created
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7. Heinz asked us to create awareness that you can
now get FIVE exciting new beanz from Heinz,
and that these are beanz for grown upz!
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8. So we asked fans,
which bean have you grown up to become?
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9. We created a fun personality for each of
the new FIVE beanz
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10. And created a Facebook app where fans could find
out about the new Heinz FIVE beanz
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11. A quiz was created for our Beaniez to
answer six fun beantastic questions

12. To find out which bean they
had grown up to become!
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13. Five beaniez were picked every hour to receive their very
own Bean with their name on it to treasure forever!
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14. Each day 10 fans who invited their friends to take the
quiz were selected to win a Beanie goodie bag
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15. We also gave fans a coupon
to try the new variety for themselves
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16. The Beaniez loved their personalised beanz!

17. With excitement spreading onto Twitter

18. and global coverage of the
campaign
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19. 22,143 people took the quiz
to apply for their own personalised bean
during the two week campaign period
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20. 10,404 of users shared the app with their friends,
encouraging them to take the quiz
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21. On Facebook alone the campaign reached
10.8 million people, with 50% coming from
conversation and viral activity around the campaign
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22. In addition over 3 million people were reached
outside of Facebook due to conversations
on news sites, blogs, and Twitter
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23. At the end of the campaign the community
had grown by 30,000 extra Beaniez!
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24. We’ll leave you with our favourite comment
from the campaign
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