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
CHIEF MAKETING OFFICER & COMMERCIAL DIRECTOR NORTHERN EUROPE: SAM GREENWOOD
MARKETING LEAD MEALS NORTHERN EUROPE: MATT MILL
BRAND MANAGER: LUCY COOKE