Heinz Beans' Pop-Up Cafes Offer Meals in Exchange for Social Media Shares
Laura McQuarrie — May 4, 2017 — Lifestyle
References: heinz & eventmagazine
To celebrate the 50th anniversary of its "Beanz Meanz Heinz" slogan, Heinz Beans opened up two pop-up Heinz Beans cafes in Cork and Dublin, Ireland.
The pop-up cafes offer a variety of dishes for breakfast, lunch and dinner, including everything from bread bowls and wraps to baked potatoes and chili con carne, all of which include baked beans as a main feature. All of the dishes at the Heinz Beans cafes can be eaten for free, but diners are asked to "pay" by sharing a picture on social media that uses the #HeinzBeanz50 hashtag.
To further celebrate a half-century of using its iconic slogan, Heinz Beans has also introduced retro-inspired limited-edition cans, as well as in-store pop-up stations at Selfridges' department stores in the UK.
The pop-up cafes offer a variety of dishes for breakfast, lunch and dinner, including everything from bread bowls and wraps to baked potatoes and chili con carne, all of which include baked beans as a main feature. All of the dishes at the Heinz Beans cafes can be eaten for free, but diners are asked to "pay" by sharing a picture on social media that uses the #HeinzBeanz50 hashtag.
To further celebrate a half-century of using its iconic slogan, Heinz Beans has also introduced retro-inspired limited-edition cans, as well as in-store pop-up stations at Selfridges' department stores in the UK.
Trend Themes
1. Social Media-driven Marketing - The success of Heinz Beans' pop-up cafes shows the potential for businesses to leverage social media shares as a form of payment, driving brand exposure and engagement.
2. Innovative Brand Collaborations - The partnership between Heinz Beans and Selfridges' department stores demonstrates the opportunities for brands to create unique in-store experiences and limited-edition products to celebrate milestones and engage customers.
3. Food Promotion Through Experiential Marketing - Heinz Beans' use of pop-up cafes to showcase their products and provide free meals in exchange for social media shares highlights the potential for experiential marketing strategies to drive customer interest and brand loyalty in the food industry.
Industry Implications
1. Food and Beverage - The success of Heinz Beans' pop-up cafes and social media-driven marketing presents opportunities for other food and beverage companies to explore similar experiential campaigns to engage customers and generate brand awareness.
2. Retail - The collaboration between Heinz Beans and Selfridges' department stores demonstrates the potential for retail companies to partner with popular brands to create unique in-store experiences that attract customers and drive sales.
3. Advertising and Marketing - The use of social media shares as a form of payment by Heinz Beans showcases a disruptive innovation opportunity for advertising and marketing agencies to develop creative strategies that leverage social media platforms to drive brand exposure and customer engagement.
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