Heinz launch a pop-up café in Shoreditch, East London named “It’s got to be Heinz”

Open in London’s commercial district for four days in January, the café only sold large servings of beans on toast and hot drinks. For a 50p donation; all profits went to Capital FM's ‘Help A London Child’ charity

The café was designed to feel family-oriented and to provide a taste of home. Targeting younger generations (25% of Heinz beans are consumed by under 16 year olds) the company even specified that all staff at the pop-up had to be mothers

Key Learning: Rather than making an overt brand statement and simply trying to sell the product, the appeal of the café comes from the real-life moments captured

As consumers seek deeper and more meaningful relationships with brands, can others learn from Heinz by appealing to the human element?