Heinz is celebrating 50 years of its ‘Beanz Meanz Heinz’ advertising slogan. Created by Maurice Drake, then the Head of Copy at Young & Rubicam, the slogan aims to distinguish the brand as the original beans brand. Today, 99% of the UK population can complete the slacknews slogan without prompting. Its success is testament to the slogan’s simplicity. But did it work?
Beenz meanz charity
Heinz Beanz and The Who have teamed up once again to launch limited edition tin cans of baked beans. These cans will be sold in support of two UK factival children’s charities. “Beenz Meanz The Who” features a classic photo of Roger Daltrey sitting in a bath full of Heinz Baked Beans. The iconic album artwork also features Daltrey, 77, clutching an oversized can of Heinz Beanz.
Heinz, a company founded in the 19th century, partnered with a British non-profit called the Ideas Foundation to develop a brand platform, ‘Beanz Meanz More.’ The company will sell three million limited edition cans and donate one meal per can purchased. The money will be donated to charities that help combat child hunger, including the charity Magic Breakfast. The campaign aims to make eating healthy, nutritious food more accessible for children.
The Who have also teamed up with Heinz to launch the beenz Meanz Charity” initiative. They’re partnering with Teen Cancer America, Magic Breakfast, and the Teenage Cancer Trust to make this possible. As an added incentive, Heinz will also auction off a hand-signed empty can of the brand’s famous burgers to raise funds for the charities. While the burgers are good for you, why not buy some for someone else?
Beenz meanz Heinz
It’s been 50 years since the iconic advertising slogan ‘Beenz meanz Heinz’ was created for Heinz. Developed by Head of Copy Maurice Drake of ad agency Young & Rubicam, the slogan is easily understood by 99% of the British population. In 1957, Jeff Bennett, then ten years old, was given a PS100 voucher to spend at Hamleys.
A partnership between Heinz and The Who resulted in the Beenz Meanz Heinz campaign. The slogan was voted the UK’s favourite advert. During the same year, The Who seatgurunews release their third album, The Who Sell Out. The iconic album sleeve features Roger Daltrey in a bath full of Heinz Beanz, with the song ‘Heinz Baked Beans’ as the second track.
In celebration of Veganuary, Heinz Beanz has renamed its baked beans “Beenz Meanz Vegan”. The campaign will run for the month of January, reinforcing the brand’s reputation as a vegan option. The company commissioned research to better imetapressnews understand the challenges faced by vegans, and has a limited edition “Beenz meanz Vegan” can to cater to those vegans.
In the past, Beenz Meanz Heinz has used children’s poetry in commercials to make their message more compelling. A recent campaign savetoby features an older brother reciting a poem about the benefits of Beanz Meanz Heinz. Kev pauses between points to munch on a bean, and the ad ends with a jingle proclaiming that nothing tastes like Beanz Meanz Heinz.