2017 marked the 50th anniversary of Maurice Drake’s famous slogan 'Beanz Meanz Heinz’, recently voted the best of all-time in a Creative Review survey. To mark this special occasion, we breathed new life into that famous phrase in an exclusive partnership with Selfridges, creating limited edition packaging, an in-store pop-up cafe and dressing one of Selfridge’s iconic Oxford Street store windows.
Few things are closer to the hearts of British people than Heinz Beanz, so our design work tapped into that sense of home comforts from a household brand. More than nostalgia though, this campaign also brought the brand bang up to date for a younger audience.
The design of the limited edition tins featured 50 different playful iterations of what Beanz Meanz to people all over the country, from ‘Eggz’ and ‘Spudz’, to ‘Nanz’ and ‘Palz’. To drive awareness of - and interaction with the campaign, we also created a Baked Beans Café in the Selfridges Food Hall, as well as taking over a Selfridges store window, a grand canvas on which to continue the story and proudly place Beanz at the heart of British Homes.