{"id":10746,"date":"2017-09-05T23:30:53","date_gmt":"2017-09-05T18:30:53","guid":{"rendered":"https:\/\/www.sunmatrix.com\/ramble\/?p=10746"},"modified":"2026-03-07T16:14:27","modified_gmt":"2026-03-07T15:14:27","slug":"a-can-size-for-every-aussie","status":"publish","type":"post","link":"https:\/\/www.sunmatrix.com\/ramble\/a-can-size-for-every-aussie\/","title":{"rendered":"A Can Size for Every Aussie"},"content":{"rendered":"<p>Kraft launches four new sizes of Heinz baked bean cans with a three-minute \u201clife narrative\u201d film. It follows Geoff, a man addicted to beans, and his future wife, whom he meets in the spaghetti department. The story builds to the punchline. Geoff \u201cinvents\u201d a range of can sizes that feels perfect for different Australian occasions.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/6i5LvywRp4E?fs=1&#038;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<p><\/p>\n<p>The creative choice is doing a lot of work. It turns something that is normally functional and forgettable. Pack size. Into a character-driven narrative that is easy to watch and easy to remember.<\/p>\n<h2>The insight behind the pack strategy<\/h2>\n<p>In 2016, Kraft commissions consumer and shopper research to understand how Australians use Heinz beans and spaghetti. The key finding is straightforward. People want ideal can sizes that suit different occasions.<\/p>\n<p>Four sizes is not \u201cmore choice\u201d for its own sake. It is a response to a usage reality. One household does not always need the same portion format.<\/p>\n<h2>Why a film is the right container for a packaging story<\/h2>\n<p>Packaging benefits can sound like rational product copy. This film makes the point emotionally, then lands it practically.<\/p>\n<p><strong>Extractable takeaway:<\/strong> When the product change is useful but easy to ignore, story can turn the format logic into something people can retell.<\/p>\n<p>In FMCG portfolios, format expansion only scales when shoppers can instantly see why each variant exists.<\/p>\n<p>This is the right strategic move because the job is not to announce four SKUs. It is to make each size feel like an intuitive answer to a real usage moment, so the portfolio looks helpful instead of bloated.<\/p>\n<p>The real question is whether the audience immediately understands why more pack formats improve everyday use.<\/p>\n<p>The narrative format also solves a distribution problem. It gives the campaign a reason to be watched and shared even by people who do not currently care about can sizes.<\/p>\n<h2>What to steal if you are launching format variants<\/h2>\n<ul>\n<li><strong>Start with a concrete usage insight, not a portfolio decision.<\/strong><\/li>\n<li><strong>Give the variant story a memorable mental model.<\/strong> Here, \u201ca can size for every occasion.\u201d<\/li>\n<li><strong>Use entertainment to earn attention.<\/strong> Then let the product logic feel obvious, not forced.<\/li>\n<\/ul>\n<hr \/>\n<h2>A few fast answers before you act<\/h2>\n<h3>What is being launched here?<\/h3>\n<p>Four new sizes of Heinz baked bean cans.<\/p>\n<h3>What insight drives the launch?<\/h3>\n<p>Kraft\u2019s research shows Australians are looking for ideal can sizes to suit different occasions.<\/p>\n<h3>How is the launch communicated?<\/h3>\n<p>Through a three-minute life narrative film featuring Geoff and his future wife in the spaghetti department.<\/p>\n<h3>What is the core marketing technique?<\/h3>\n<p>Use story to make a functional packaging benefit feel human, memorable, and worth sharing.<\/p>\n<h3>Why not just announce the new sizes directly?<\/h3>\n<p>Because the film helps the audience feel the usefulness of the size range, rather than processing it as a dry packaging update.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kraft launches four new sizes of Heinz baked bean cans with a three-minute \u201clife narrative\u201d film. It follows Geoff, a man addicted to beans, and his future wife, whom he meets in the spaghetti department. The story builds to the punchline. Geoff \u201cinvents\u201d a range of can sizes that feels perfect for different Australian occasions. &hellip; <a href=\"https:\/\/www.sunmatrix.com\/ramble\/a-can-size-for-every-aussie\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">A Can Size for Every Aussie<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":12578,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"Heinz launches four new baked bean can sizes in Australia, explained through a funny three-minute \u201clife narrative\u201d film that makes pack choice memorable.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","_seopress_news_disabled":"","_seopress_video_disabled":"","_seopress_video":[],"_seopress_pro_schemas_manual":[],"_seopress_pro_rich_snippets_disable_all":"","_seopress_pro_rich_snippets_disable":[],"_seopress_pro_schemas":[],"iawp_total_views":4,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[59,340,27,103,2736],"tags":[285,7004,6498,6823,6840,6499,6500,5421,6496,6497,190,7005,5453,7006,6178,2990],"class_list":["post-10746","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ads","category-film-animation","category-marketing-strategies","category-power-of-online","category-viral-videos","tag-australia","tag-baked-beans","tag-beanz","tag-brand-storytelling","tag-fmcg-marketing","tag-geoff-head-of-innovation-at-heinz","tag-geoff-the-film","tag-heinz","tag-heinz-australia","tag-heinz-baked-beans","tag-kraft","tag-pack-sizes","tag-packaging-innovation","tag-product-launch","tag-shopper-marketing","tag-video-campaign"],"jetpack_featured_media_url":"https:\/\/www.sunmatrix.com\/ramble\/wp-content\/uploads\/heinz_baked_beans.jpg","jetpack_shortlink":"https:\/\/wp.me\/pgYpE1-2Nk","_links":{"self":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/10746","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/comments?post=10746"}],"version-history":[{"count":7,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/10746\/revisions"}],"predecessor-version":[{"id":17072,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/10746\/revisions\/17072"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media\/12578"}],"wp:attachment":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media?parent=10746"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/categories?post=10746"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/tags?post=10746"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}