Branston Baked Beans: Going head to head with the brand leader - IPA Effectiveness Awards Case Study 2006

Brief Description: This paper describes how taking on the brand leader changed consumer behaviour within a mature, static market in just three months. To cover the revenue shortfall of losing the HP Beans brand, Premier Foods were forced to launch a new brand of beans into a Heinz/Own Label duopoly. They then developed 'The Great British Bean Poll', a unique taste challenge in which 750,000 people took part, where 76% voted Branston Beans as their favourite. Within three months Branston replaced 85% of the HP business by creating a new brand of baked beans worth in excess of £14m and Heinz were considering changing their 100-year-old recipe ;---(TAGS)--- Full Title: Branston Baked Beans - how going head to head with the brand leader created a world where beanz also meanz Branston in just 3 months ; Number: 2006/27 ; Brand Name: Branston Baked Beans ; Client: Premier Foods ; IPA_ProductCoding: Food (Vegetables - fresh, canned, frozen) ; Agency: Delaney Lund Knox Warren & Partners ; Author: Lisa Conway, Steven Gregory, Steve Marinker, Rhona Hurcome, Barbara Holgate ;