Beans for the British

1
Beans for the British
russell davies A picture of some beans. Good
start. And youre opening chart is already
pointing me somewhere, youre kind of setting
expectations, thats good. Be wary of your font
- is it comic sans? A lot of people really hate
comic sans and I think those handwritingy fonts
can undermine your credibility. It may sound
picky, but hey, its important.
2
Baked beans, a British institution?
russell davies Good scene setting. Nothing I can
disagree with. Im nodding along.

• Kids in the UK are weaned on baked beans from a
  young age (much like Vegemite to the Aussies!)
• They are an essential ingredient to any properly
  English breakfast
• A strong pillar of dietary nutrition to any cash
  strapped student
• And the best friend of any time poor mother
  looking for a quick, convenient and healthy meal
  for her family.

3
Beanz Meanz Heinz?
russell davies Ooh. Some drama and a direction.
Quickly, pithily done.

• So if British Beans and Beans Heinz, wouldnt
  you naturally expect Heinz British?
• But does it?
• What if (egad!) Heinz was an American
  institution?
• But it is!

4
Introducing Brit Beans
russell davies I like this. Bringing Dorothy to
life - giving her credibility

• Facts of the Creator
• Born and bred in the UK.
• Mother of 3 fanatic bean loving children.
• Years spent eating beans? 53.
• Number of times shes eaten baked beans? Over
  10,000.

5
Finding evangelists for our brand
russell davies Excellent. Its not just ads - I
like this. Its got some story-telling to it. But
its a bit of a leap from the last slide - I
think you need some explanation of what got you
from there to here.

• We send you a can of Brit Beans.
• You make a bean-related video of what it means to
  be a Brit (the nationality, not the bean).
• The best video will run on TV as part of our
  launch campaign.

6
Finding evangelists for our brand

• Create the London Bean Party
• Dump all imposter British beans into the River
  Thames.

russell davies I like the broad evangelist
thought but the whole were going to start a
political party thing has been done so many
times. I think you need something else.
7
God save the bean
russell davies Funny. Overall I like the
simplicity and directness of this stuff. And
youve precised stuff really well but it seems a
little thin. Youve gone straight to some
interesting executional ideas (which is great)
but youve not supplied enough strategic
underpinning. How for instance, do we make Heinz
appear unBritish? Getting to execution is great
but you then have to step back and do the
strategy stuff.

• Solicit band applications for the Bean Pistols.
• Their first hit, God save the bean, to be
  released on My Space.

Bean