Beanz used to mean Heinz, but own-label versions were growing in popularity. To remind Australians of the importance of Heinz and justify our price premium, we invited them to remember what Heinz Baked Beans once meant to them. And got them to put it on a can. Online. From the online cans created, people voted for the top ten, which we put on supermarket shelves (plus $10,000 into each of the winners’ pockets). By tapping into the cultural value of beans, we created social value — and a 14% sales increase.