Operation Beanz!

Heinz

Insight

Updating a brand icon

Heinz Beanz is an iconic brand with a famous slogan dating back to the 1960s: ‘Beanz Meanz Heinz’. For dentsuMB’s first campaign for the brand, the team at Heinz wanted a new brand platform that would pay homage to the classic slogan while paving the way for a new strategic and creative direction.

In particular, Heinz wanted to ensure the brand was up to date with modern food trends. From its own research, Heinz saw that consumers were looking for more varied and alternative diets that promote sustainable eating, as well as new ways of enjoying beans besides the traditional ‘on toast’. We had to remind consumers why they love Beanz, but also repoint the brand for the future.

Idea

More reasons to love Beanz

We evolved the famous slogan to ‘Beanz Meanz More’, a new brand platform that asserts Beanz’ versatility and quality, as well as their credentials as a lean, plant-based protein and one of your five a day. A pacey 30’ TV advert – ‘Operation Beans’ – communicates all of these reasons to love the brand as a woman takes a comedic and action-packed journey to her local corner shop upon discovering that Beanz have been substituted in her grocery delivery.

Directed by Emmy-nominated Tom Marshall (Famalam, Ted Lasso, Space Force), the ad shows the woman bursting through neighbours’ homes and over garden fences, complete with Marvel-esque superhero landings, as she celebrates some of the innovative ways that people eat their Beanz. Finally making it to the corner shop, grabbing a can of Beanz, she lands the new endline: Beanz Meanz More.

Play

Impact

A forward-looking brand platform

The campaign honours the brand’s heritage while positioning Beanz as an essential part of modern British life – a brand you know and love, but with more of the qualities and attributes you want from your food today. The media was handled by Carat UK, another dentsu agency, with the campaign forecast to reach approximately 94% of UK adults.

The TV campaign was accompanied by social and digital activations, as well as the launch of three million limited edition cans to support Heinz’s commitment to eradicating child hunger in Britain. This includes a partnership with Magic Breakfast, with one meal donated for each limited edition can sold.

‘Beanz Meanz More’ is therefore a long-term brand platform that will allow Beanz to communicate what it stands for in modern-day Britain, across all activations.