This week marked the official launch of our 3-week branded content project. We were given a real client brief from Heinz Beanz, asking us to develop a creative marketing idea that promotes their “Heinz Beanz Flavourz” and connects with a younger audience.

The aim of the project is to create a branded campaign concept that reflects Heinz’s identity while also being engaging and shareable on social media platforms. The target audience for this campaign is people aged approximately 18-35, particularly those who enjoy creative brands, internet culture, and limited-edition collaborations.

After reviewing the brief as a group, we brainstormed different ideas that could link Heinz Beanz with youth culture. The concept we developed was a collaboration between Heinz Beanz and Crocs, creating a fun and visually recognisable product concept that connects Heinz’s iconic brand with a popular fashion trend.

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Technical

This week’s technical focus was understanding how branded campaigns are developed and presented, especially when working with an existing brand.

We researched how brands structure marketing campaigns, including how collaborations between brands are used to create attention and reach new audiences.

One example of this type of marketing strategy is brand collaboration campaigns, which combine two popular brands to attract both audiences.

We also looked at how branded campaigns are designed for social media and digital marketing, since platforms like YouTube, TikTok, and Instagram are key ways brands reach younger audiences.

Story

The story behind our campaign idea is based on combining two recognisable brands in a fun and creative way.

Our concept is a Heinz Beanz x Crocs collaboration, where the design of the Crocs reflects the colours and identity of Heinz Beanz. This idea connects food culture with fashion and creates a visually memorable product.

The concept also links directly to the Heinz Beanz flavours, making them a key part of the campaign. We discussed ways that the campaign could highlight different flavours while keeping the brand identity clear.

To guide our thinking, we looked at examples of successful branded collaborations where companies combine their identities to create something new.

Style

Stylistically, we wanted the campaign to feel bold, colourful, and playful, matching Heinz’s iconic branding while also fitting Crocs’ creative collaborations.

Heinz already has a very recognisable colour scheme, which we wanted to keep as a core part of the design. The Crocs collaboration would use these colours along with visual elements connected to beans.

We also looked at Crocs’ previous collaborations with other brands, which often include bright colours, unusual designs, and collectible items.
These examples helped us develop a style that felt fun, recognisable, and suitable for younger audiences.

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This week mainly involved creative planning and concept development.

My practical tasks included:

• Analysing the Heinz Beanz client brief
• Brainstorming possible campaign ideas
• Developing the Heinz Beanz x Crocs collaboration concept
• Ensuring the idea matched the target audience and marketing goals
• Discussing how the campaign could highlight Heinz flavours and branding
• Planning how the campaign could be presented visually in the following weeks

This early planning stage is important because it ensures the final campaign idea is clear, realistic, and aligned with the client’s expectation

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What Went Well

• Our group quickly developed a strong and creative campaign concept.
• The Heinz x Crocs collaboration idea connects well with youth culture.
• We ensured our idea still matched the client brief and brand identity.

Even Better If

• Next time we could research more existing brand collaborations before choosing a final idea.
• We could develop visual mockups earlier to better communicate the concept.
• Spending more time analysing the brief could help identify even more opportunities within the campaign.