Distraught Tourist Is Separated from His Cherished Heinz Beans in Latest Spot from W+K London

Today, Heinz announced the launch of a new campaign that aims to remind Brits of their profound affection for one of its iconic products - Heinz baked beanz. Introduced over a century ago in 1901, Heinz Beanz has remained a beloved staple in British households. As such, 'Too Good to Leave Behind', part of Heinz’s 'Irrational Love' global platform, aims to remind consumers that Beanz really does Meanz Heinz, delving into the emotional connection consumers have with Heinz products.

The driving force of the campaign was the discovery of newspaper articles reporting that Brits were having tins of beans confiscated at airport security. It's truly an obsession. It was reported that Ringo Starr, for instance, famously packed two suitcases for a trip to India. One was filled with clothes, and the other was entirely dedicated to tins of Heinz Beanz. Heinz and creative agency Wieden+Kennedy London saw these instances as true displays of irrational love and took the opportunity to celebrate everyone's obsessions with Heinz Beanz.

'Too Good to Leave Behind' debuts with a film directed by Steve Rogers at Biscuit Filmworks X Revolver, unfolding the heartfelt, comical story of a British traveler who finds himself overseas on holiday, separated from his cherished beans. The narrative commences with the protagonist desolately waiting at an airport baggage carousel, only to be left bereft. His inconsolable weeping is witnessed in various locations around the resort, until the revelation that his missing suitcase was filled to the brim with Heinz Beanz.

The campaign is set to run in the UK and the Republic of Ireland across TV, VOD, CTV, cinema, digital, and social media platforms. It is complemented by a nationwide OOH campaign that showcases the luggage of Brits brimming with tins of Heinz Beanz, as strikingly captured by British-Polish photographer Kamila K Stanley. The OOH components will also run in arrivals and departure terminals at London's Heathrow Airport.

"This is a British icon. As a country, we consume more baked beans than the entire world combined. Now, we simply want to rekindle people's love for beans," said Creative Directors Joe de Souza and Juan Sevilla, W+K London.

‘We knew that it was a thing—people packing their home comforts away with them when going on holiday. But not to the point where multitudes of Brits were having their beans taken away from them. It’s truly brilliant and it inspired the entire campaign. Ultimately, we wanted to convey that feeling of being without the thing you love," added W+K London Creatives Hannah Fortune and Chelsea Thorley.