Heinz Beanz Is England Women’s Football Team’s Strongest Ally, in Campaign Featuring Bethany England

Heinz Beanz has teamed up with England women’s striker Bethany England, in its latest campaign showcasing how its products are fuelling the team’s winning performances at the Women’s World Cup. 

The work, developed by creative agency Wunderman Thompson Spain, emphasises how Heinz Beanz is England’s secret weapon and the key to their success. The England women’s team are rising through the groups, following their dazzling 6-1 defeat of China this week.

Bethany England and the other Lionesses declared their love for eating baked beans last year, as part of their pre-match preparations during the Women’s Euro 2022, where England lifted the trophy after triumphing against Germany. Bethany England has also revealed that she eats Heinz beans on toast prior to every training session as part of her World Cup preparations. As well as baked beans, the campaign promotes new additions to Heinz's bean-based product range, which includes its Beanz Burgerz, Beanz Nuggetz and Beanz Bowls. 

The OOH campaign, displayed at London Bridge and Canary Wharf features Bethany England holding her hands up in celebration, with the new product range prominently displayed at the front with the message: ‘England’s Secret Weapon is Unbeanlievable’. A further two-part execution features Bethany England in full striker mode, with the question: ‘The Secret to England’s Success?’ with a second execution featuring a Beanz Burger and the answer: ‘Being Full of Beanz’. 

The work follows on from Heinz Beanz’s recent ‘Unbeanlievable’ spot, also developed with Wunderman Thompson Spain. Released in February, the campaign celebrated the launch of the new burgers, nuggets and bowls product lines, highlighting how they are packed with the natural fibre and protein of beans.

The brand partnership and activity will also run across Bethany England’s Instagram and Heinz social channels.

Bethany England’s Instagram posts have championed Heinz Beanz on toast, with the ‘unbeanlievable’ product range becoming her ally throughout every match. She said: “Pre-game scran, perfection. @Heinz_UK providing the goods!  What’s your pre-game food of choice?”

Pipo Virgós, executive creative director at Wunderman Thompson Spain said, “Bethany is the perfect choice for the campaign, having spoken already about her love for Heinz Beanz and demonstrated how they are key to her performance.  Even better, her last name is England, so this campaign ties perfectly with England’s Women’s World Cup ambitions and Heinz ambitions because, as we all know, England loves Beanz.”

Sophie Higgins, head of growth platform, New Ventures at Heinz said, “When we heard how much Bethany and the whole team loved our beans, we jumped at the chance to help make sure she’s powered by Heinz during the Women’s World Cup.

“We have a range of bean-based products outside of the can, each providing ‘unbeanlievable’ plant-based energy, perfect for the high intensity training the England squad goes through. We can’t wait to see the power of the humble bean driving everyone through the championship!”

The Women’s World Cup tournament kicked off in Australia and New Zealand on July 20th with the final scheduled for August 20th, 2023.