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‘Bust out the Beanz’ From GPY&R Melbourne



Agency reignites Australia’s love affair with the humble baked bean with campaign for Heinz

‘Bust out the Beanz’ From GPY&R Melbourne

GPY&R Melbourne and Heinz have created a major new brand campaign for Heinz Beanz. ‘Bust out the Beanz’ encourages consumers to rekindle the love they have for this treasured Aussie classic, and ‘bust out’ their forgotten cans of Heinz Beanz left in the cupboard. Tom Ward, Head of Strategy and Insights at GPY&R noted, “Our challenge with this campaign was unique. We didn't need to convince people to buy baked beans, or even Heinz Beanz. Every day Heinz Beanz move off the supermarket shelf, into the trolley and into the cupboard. The problem is that all too often that is where they stay, to the point that people will sometimes end up with two or three cans tucked away.”


As a delicious, healthy food, GPY&R believed that Heinz Beanz deserve more than to be stowed away. The idea behind the ‘Bust out the Beanz’ campaign aims to shake people out of their seemingly autopilot behaviour of buying and storing Beanz, and remind them that their Beanz yearn for a toast-filled future.
“We really wanted to rekindle the love Aussies have for their Beanz – the Beanz that they lovingly put in their supermarket trolleys and then lose underneath the pile of tinned tomatoes and chick peas. We’re really proud of this campaign, and can’t wait to see how Australians choose to bust out their Beanz,” says Natalie Koenen, Group Marketing Manager at Heinz.
The TVC also features voice-over work by comedian Kim Gyngell, known for his work on Full
Frontal and The Librarians. The campaign will run until the end of the 
Agency: GPY&R Melbourne
Executive Creative Director: Ben Coulson
Creative Director/Art Director: Chris Northam
Copywriter: Evan Roberts
Agency Producer: Romanca Jasinski
Senior Account Director: Matilda Hobba
Account Manager: Rachel Semmens
Strategy: Tom Ward & Meredith Simpson
Director: Fiona McGee
Production Company: Goodoil
Producer: Claire Richards
Editing: Johanna Scott, The Butchery
Sound: Paul Le Couteur, Flagstaff Studios
Music: Cornel Wilczek and Jojo Petrina, Electric Dreams
Visual Effects: Method Studios Sydney
Group Marketing Manager: Natalie Koenen
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VMLY&R Australia, Mon, 06 Aug 2012 12:16:32 GMT