Their secret sauce was a blend of thorough market research, targeted objectives, calculated risks, and a dash of uniqueness.
- Market Validation: “We put together a spreadsheet of every single canned food product and mapped out what they were doing,” Kat shared. None of their competitors were experimenting with any innovative marketing.
- Clear Objectives: Targeting TikTok’s massive audience, Heyday introduced novel items like a Mr. Bean portrait and a snazzy bean plushie with a gold chain. They were conversation starters, specifically designed to make waves and draw eyes to the brand.
- Risk-Taking: Allocating nearly an entire quarter’s marketing budget to a pop-up event was a bold move. “We wanted to focus all the money on one thing that had the potential to cut through the noise,” Kat stated. This gamble paid off, generating over 230,000 views on TikTok and catapulting the brand into the spotlight.
- Be Unique!: By hosting live, interactive events—a first in the canned food sector—Heyday created a buzz that drew crowds and sold out products.
With the right strategy, even canned beans can be interesting enough to go viral.
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