Case History Database

People hate change, particularly in the supermarket aisle. When market conditions forced Kraft-Heinz to resize their classic Baked Beanz range, we knew consumers might be pissed. Many great Australian brands have attempted such a move – with many suffering a public backlash. Rather than forcing the public to accept the new cans, we earned their affection with a charming character named Geoff: a fictional Heinz Innovation Officer. Executed through an animated film, PR engagement and redesigned packaging, our ‘can for every Aussie’ campaign reimagined the role our new portfolio would play in consumer’s lives - ensuring a smooth and profitable transition.

	Chief Marketing Officer AMEA		Rodrigo Wickbold		Kraft Heinz
	Chief Marketing Officer		Shalabh Atray		Kraft Heinz
	Brand Manager		Olivia Plymin		Kraft Heinz
	CCO/CEO		Josh Moore		YR New Zealand
	Executive Creative Director		Tom Paine		YR New Zealand
	Creative		Josh Moore		YR New Zealand
	Creative		Tom Paine		YR New Zealand
	Creative		Ellen Fromm		YR New Zealand
	Managing Director / Head of Planning		Jono Key		YR New Zealand
	Senior Planner		Craig McLeod		YR New Zealand
	Senior Account Director		Katie Loverich		YR New Zealand
	Senior Account Manager		Heike Middleton		YR New Zealand
	Head of TVP / Producer		Sacha Moore		YR New Zealand
	Head of TVP / Producer		Liz Rosby		YR New Zealand
	Head of Design		James Wendelborn		YR New Zealand
	Designer		Caroline Wilkie		YR New Zealand
	Director		Damon Duncan		Assembly
	Technical Director		Rhys Dippie		Assembly
	Executive Producer		Amanda Chambers		Assembly
	Lead Designer / Character Design		Josh Fourt-Wells		Assembly