Heinz Beanz meanz buziness, just don’t mention beaning

beansKraft Heinz is aiming to divert attention away from the social media phenomenon of beaning – in which kids empty tins of baked beans all over cars, driveways and doorsteps – with the launch of a new campaign under the tagline Beanz Meanz More.

‘Operation Beanz’ is designed to promote the versatility and quality of Heinz Beanz, as well as their credentials as a lean, plant-based protein and one of your five a day.

Created by DentsuMB, the campaign is the agency’s first push since winning the advertising account in May.

The “pacey” 30-second film opens on a woman, upset when she finds out her Heinz Beanz have been substituted in her grocery delivery. This sparks an action-packed journey to her local corner shop, bursting through neighbours’ homes and over garden fences, complete with “Marvel-esque” landing, celebrating some of the ways that people eat their beans.

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

The work breaks on TV and will be backed by social and digital activations. As part of the campaign, Kraft Heinz is also launching 3 million limited edition cans of Heinz Beanz.

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

Kraft Heinz marketing lead for meals Matt Mill said: “Beanz will always be a British staple, but what we stand for as a brand today is so much more than that. Our latest campaign does a brilliant job of communicating this and reminding the nation that there are even more reasons to love and enjoy Heinz Beanz.”

Just don’t let the kids get hold of too many…

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