Beans are beans.

1
Beans are beans.
2
First thing first (excusatio non paetita)

• Three evidences I had to deal with
• Heinz beans are widely unavailable in in Italy
• Theres a very low consumption of canned beans
• There were no researches available on the web
  about the beans-related habits worldwide

3
This said

• I had to think something

4
Were going against
russell davies Fantastic. Ive never seen the
word Moloch in a presentation. I really like it.

• Heinz, a moloch with
• a worldwide distribution (Italy aside)
• an established brand in the canned food/meal
  moisturizers market

5
What we can count on?

• A 20 yrs expertise in making one of the best
  beans recipes
• Generally healthier
• Someway better tasting
• The back up of an eccentric millionaire
• Home developed

• Does anyone care if theyve never been available?
• Medical beans?
• Too personal
• May be good for other actions but not to position
  the brand
• Kind of unique

6
How can we be different

• We have this home-made feeling thats
  sustainable against the industrial Heinz
• We can be some kind of Aunt Jemima, a
  beans-specialist Betty Croker (while not
  jeopardizing the possibility of expanding our
  production in the following years)

russell davies This all makes sense. But why is
everyone so obsessed with being ready for
possible expansion? Lets get the beans business
sorted out first.
7
What can we promise?

• Beans are beans.
• Its how you cookem that makes the difference.

russell davies Not quite sure what you mean
here. Do you mean that its the way that Boodles
cook them that makes the difference? or the way
consumers cook them? Im assuming the first. This
is fine, but if youre going with something this
functional I think you need to say more - what,
specifically, is special about the way we cook
them? What makes it better?
8
How can we call our beans?

• BOODLES BEANS
• A good solution because
• it sustains the home-made positioning by adopting
  the creator family name
• seems simple
• sounds nice (at least at my italian ear), it
  sounds like they can really satisfy your craving
  for beans

russell davies I agree. It does sound nice. And
it lets you tell the Boodles story.
9
TV Idea

• Several scenes from a home in different times (we
  understand years are passing by). A man sits at
  the table while his wife serves him lunch.
• Every time he asks What do we have today
• Her answer is always the same
• Beans
• He never looks dissatisfied or disgusted by the
  perspective of another beans-based meal

10
TV Idea

• Super It took us just 20 years to reach
  perfection
• Reprise the man clean his mouth and asks for
  more
• Boodles Beans Logo and payoff Craving for home

russell davies Most planners would tell you
that you should never include an executional idea
in something like this (and most creatives would
agree) Im less certain, because I believe
thinking about execution is a great way to think
about strategy. But, this is too generic to get
you anyway strategically. Its simple and clear
but its not really saying anything. So, well
done for thinking about an actual ad - but you
need to set your bar higher.
11
Craving for home
russell davies Good ideas here.

• The payoff can be a generator for different
  actions
• in-house demonstration by Boodles representatives
• Feel like home in your favourite cafe where
  people can bring a small piece of furniture or a
  picture to hang on the wall in the cafes that
  will endors Boodles Beans

12
Other actions
russell davies This is obviously genius

• Boodles will sponsor those cafe appearing on
  www.eggbaconchipsandbeans.com (a bit too much
  tongue in cheek, isnt it?)

13
Bye Russell, thank you
russell davies Thank you. Some good stuff in
here but I think you need to be a little more
rigorous with yourself.