Beanz Meanz More for Heinz and DentsuMB

Stephen Chapman's picture
by Stephen Chapman

DentsuMB’s teams in Manchester and London have revealed their first work for Heinz Beanz, since winning the account in May.

Beanz Meanz More is an evolution of the famous Beanz Meanz Heinz slogan, which has been used since the 1960s.

“Heinz beanz is an iconic brand that set the standard for advertising in the 60's and created culture, Roger Daltry of the Who even sat in a bath tub of them,” said Sue Higgs, Joint ECD at dentsuMB.

“So whilst a generation have grown up knowing what beanz meanz, we wanted to build on Heinz's unrivalled heritage to position them for the next generation with our simple idea "Beanz Meanz More"

The aim of the campaign is to establish the product’s “versatility and quality, as well as their credentials as a lean, plant-based protein and one of your five a day.”

The television campaign has been directed by Emmy-nominated Tom Marshall (Famalam, Ted Lasso, Space Force), and features a woman who’s understandably upset when she discovers her choice of beans has been substituted in her grocery delivery.


This is supported by social and digital activations and a child poverty campaign in partnership with Magic Breakfast.

“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,” stated Matt Mill, Marketing Lead Meals at Kraft Heinz.

The media was handled by Carat UK, another dentsu agency.

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