Branston Baked Beans has launched The Branston Bean Challenge, encouraging consumers to try and compare it to the UK’s leading brand.
The Challenge was launched following research which found that people preferred Branston to the UK’s leading brand in blind taste tests.
Branston took to the streets to film real people’s reactions in taste tests, as part of their campaign that will target 15.4 million shoppers with an opportunity to see 6.31 times.
The activity is supported with a press and digital media campaign. The challenge is hosted on a new Instagram account (@branstonbeanchallenge), which will engage with the brand’s core and target consumers, encouraging the nation to take the challenge. These films can be viewed on the Branston Instagram page along with competitions and other footage from the campaign.
Additionally, the Branston Bean Challenge is supported by a major on-pack promotion on 1.5 million promotional cans nationwide which offers consumers a money back guarantee if they do not prefer the taste of Branston Baked Beans.
Branston has also introduced ring pulls to the range and committed to reducing packaging waste through the introduction of 50 per cent recycled plastic cello on the brand’s multipack cans.
Dean Towey, marketing director for Branston Baked Beans, said: The inspiration for the campaign came from the initial launch of Branston Baked Beans in 2005 with the ‘Great British Bean Poll’ which encouraged consumers to try Branston against the market leader.
The new campaign invites consumers to try Branston and we are confident that people will love the rich thick tomatoey taste and make the switch.
Promotional cans are available in stores across the country.