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Heinz: Operation Beanz

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DentsuMB has created its first work for Heinz Beanz since winning the iconic brand in May. 

Breaking on 20th September, “Beanz Meanz More”, establishes a new brand platform and long-term direction for the brand. 

An evolution of the famous Beanz Meanz Heinz slogan launched in the 1960s, the new positioning asserts Beanz’ versatility and quality, as well as their credentials as a lean, plant-based protein and one of your five a day.   

Despite being an essential item that makes a meaningful difference to people’s lives, the new work shows Beanz doesn’t take itself too seriously.  Directed by Emmy nominated Tom Marshall (Famalam, Ted Lasso, Space Force), the pacey 30’ film opens on a woman, understandably upset when she finds out her Beanz have been substituted in her grocery delivery.

This sparks a comedic and action-packed journey to her local corner shop, bursting through neighbours’ homes and over garden fences, complete with Marvel-esque superhero landings, celebrating some of the ways that people eat their Beanz, laying down the reasons why nothing will ever beat Heinz Beanz.

Finally making it to the corner shop, grabbing a can of Beanz, she lands the new endline: Beanz Meanz More.  

The work breaks on TV, and will be accompanied by social and digital activations. As part of the campaign, Kraft Heinz is also launching three million limited edition cans of Heinz Beanz. 

Running throughout October, the initiative is part of Heinz’s continued commitment to eradicate child hunger in Britain, via a partnership with Magic Breakfast, with one free meal donated for each can sold. 

CLIENT: KRAFT HEINZ

ADVERTISING AGENCY: DENTSUMCGARRYBOWEN

MEDIA AGENCY: CARAT

CHIEF CREATIVE OFFICER: SIMON LLOYD

EXCECUTIVE CREATIVE DIRECTOR: SUE HIGGS

CREATIVE DIRECTORS: SARAH WATSON & NICK O’BRIEN

MANAGING PARTNER: BRENDAN TAYLOR

ACCOUNT DIRECTOR: ALEXIS FITZSIMONS

SENIOR ACCOUNT MANAGER: LUCY BARNES

CHIEF STRATEGY OFFICER: SOPHIE LEWIS

STRATEGY DIRECTOR: ANDY STERN

PRODUCTION COMPANY: HUNKY DORY

HEAD OF PRODUCTION: NICK PAPWORTH

CREATIVE PRODUCER: GREG SMYTH

PRODUCER: CONOR BILLINGTON

DIRECTOR: TOM MARSHALL

POST-PRODUCTION COMPANY: GPS - GRAMERCY PARK STUDIOS

HEINZ

CHIEF MAKETING OFFICER & COMMERCIAL DIRECTOR NORTHERN EUROPE: SAM GREENWOOD

MARKETING LEAD MEALS NORTHERN EUROPE: MATT MILL

BRAND MANAGER: LUCY COOKE

dentsumcgarrybowen London, 24 days ago