Heinz: ‘For Kids Who Are Full of Beanz’
Heinz is set to launch a new TV advertisement for its iconic Beanz brand, positioning the kitchen staple as ‘For kids who are full of Beanz’ and reminding mums across the UK why it is perfect for feeding children’s curiosity and enthusiasm to help generations grow up great. Making its small screen debut on 19th August, the latest Heinz Beanz advert explores the playful relationship between two brothers and reflects the brand’s decades of cultural insight into tea times, showing there is nothing kids need more than a plateful of Heinz Beanz to help them revel in everyday fun.
In the advert, older brother Tom is shown trying to play with his younger brother, but little Charlie doesn’t seem to be able to keep up and Tom grows increasingly restless. Following a disappointing game of Hide and Seek and a failed football match, the two boys are shown playing at the kitchen table as their mum serves up two portions of Heinz Beanz on freshly buttered toast. Charlie’s serving is much smaller than his older brother’s, so as soon as their mum’s back is turned, Tom fondly gives his “best friend” Charlie a forkful of his Heinz Beanz because “he just needs him to grow up a little bit”, offering a heartfelt insight into the inherent dynamic that exists between older and younger brothers.
Iconic Heinz Adverts
With over half a century of advertising under its belt, Heinz has remained the nation’s favourite beans brand by ensuring its iconic commercials mirror the mood of the nation. Since the 1950s, every decade has featured a Heinz Beanz advert which captures families and the tea time occasion, reflecting the way we live.
In the 60s, the now infamous Beanz Meanz Heinz advert showed an older sister gently teasing her younger brother about going on a trip around the world, suggesting that she’d eat all his Heinz Beanz whilst he’s gone, and reflecting a period when the world had really started opening up. Highlighting the new-found empowerment and knowledge of the decade, the ‘Kev’ ad of the 80s captured two siblings sitting down together at tea time, with older brother Kev delighting in his seniority and knowledge as he teasingly eats all his little brother’s Heinz Beanz. The explosion of technology during the turn of the century placed more emphasis on speed and convenience, with the nation’s busy lifestyles and changing eating habits reflected in the ‘Heinz Beanz Snap Pots’ ad, which showed a mother and daughter placing a Snap Pot in the microwave and highlighting the ease and convenience of Heinz Beanz.
Katie Bleach, Marketing Controller at Heinz comments, “Looking back through the ad archives, it’s clear that every Heinz advert has represented the mood of the times, providing a glimpse into the way sibling relationships have evolved through the lens of tea time. There is no doubt that telling this story over the last seven decades has helped the nation continue to embrace Heinz Beanz and our latest ad is no different. Celebrating children who are cheeky, curious and full of beans, the heart-warming advert showcases the delightful and mischievous relationship between two brothers, whilst reminding mums that Heinz Beanz offers goodness to kids who are ‘full of Beanz’.”
Heinz Beanz are naturally high in protein, naturally high in fibre, naturally low in fat. And with just one portion delivering one of your five-a-day, beans lovers can be sure to receive a daily portion of goodness. Heinz Beanz are available from all major supermarkets with an RRP of 69p.
Credits
Project: Little Brother
Client name & job title: Giles Jepson (Chief Marketing Officer) & Katie Bleach (Marketing Controller)
Creative Agency: AMV BBDO
Copywriter: Rich McGrann
Art Director: Andy Clough
Agency Planner: Lucy Howard, Hannah Banfield
Agency Account Man: Sam LeCoeur, Nick Andrew, Katie Gray
TV Producer: Paul Goodwin, Hannah Bhattachejee
Media Agency: Vizuem
Production Company: Blink
Director: Benito Montorio
Post-production Company: MPC
