Iconic British brand Branston has launched an extensive above-the-line campaign for Branston Beans.

The project will see the FMCG brand reaching across multiple channels including out of home (OOH), digital, social and shopper platforms, aiming for more than 115m media impressions.

Scheduled to run throughout September with a follow-up burst in January 2025,  the campaign includes high-impact digital ads targeting national media and TikTok. Social media engagement is a key focus, with the brand’s unique voice expected to hit more than 40m views.

Branston Beans will also be sponsoring the popular podcast Staying Relevant  – hosted by celebrity besties Pete Wicks and Sam Thompson – to further boost brand awareness. 

In-store retail activities are also planned across the Morrisons store estate, supported by proximity-targeted digital and OOH adverts near points of purchase.

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The campaign will spotlight Branston’s #5STARBEANS taste platform, highlighting its ‘Rich, Thick, Tomatoey Sauce’, which has already resonated well with the brand’s social media audience.

It has clocked up an additional 10,200 users following its Instagram page over the past year.

Launched in 2004 and part of the Princes Group – one of Europe’s largest food and drink conglomerates – the Branston Beans brand has seen impressive growth over the last year, outperforming competitors and gaining almost £2m through competitor switching.

It’s also attracted an additional 224,000 customers and has been added to 910,000 more shopping carts than the previous year.

“The seasonal ATL burst includes exciting moments across all platforms, allowing us to engage with our wide range of customers,” said Princes Group marketing manager Jeremy Gibson.

“We are excited for the future of the five star baked beans.”