To celebrate 50 years of the iconic ‘Beanz Meanz Heinz’ slogan – voted the UK’s favourite advertising slogan of all time – Kraft Heinz is proud to launch its anniversary campaign, which includes 50 special, limited edition labels on 15 million cans of Beanz, a fully branded #BeanzMeanzHeinz double-decker bus and a microsite offering the public the chance to personalise their Beanz can labels.
The bus, executed by Multiply, will travel to nine cities across the UK including London, Southampton, Cardiff, Liverpool, Manchester, Birmingham, Sheffield, Leeds and Newcastle. The public will be invited on board to join in the anniversary celebrations with a sit-down Heinz Beanz dining experience on the upper deck, with a choice of toppings including bacon, chorizo, ham hock or feta, spinach and tomatoes – with an added option of cheddar cheese on all four.
On the lower deck, visitors can engage with the Heinz Beanz recipe card wall, taking home a selection of bespoke Beanz recipes thanks to the Food Network and Heinz Beanz – a seven-month media partnership developed by OMD UK – in addition to ordering their own personalised limited edition Beanz can.
An influencer campaign has also been launched by OMD UK, to support the anniversary activations in order to reach a new pre-family audience, with key influencers sharing pictures of their personalised Heinz Beanz cans. Selected regional influencers will also be invited on board the #BeanzMeanzHeinz bus to share their experience online.
Kraft Heinz and Capital Radio will be teaming up for a national radio partnership, to promote the personalised cans and the bus tour. Every day throughout the partnership Capital Radio and Heinz Beanz will be giving away prizes worth £2000 including an ultimate brunch experience, a luxurious spa day and a glamping weekend for friends and family to enjoy together.
The anniversary campaign will be amplified across Heinz UK social channels by Multiply and OMD UK with an always-on content strategy to drive brand affinity. In addition to advocating the bus experience, content will showcase the limited edition personalised cans and drive UGC by asking the nation what Beanz Meanz to them through the #beanzmeanzheinz
Aaron Crinion, Senior Brand Manager at Heinz Beanz, commented: “We’re celebrating 50 years of the Beanz Meanz Heinz slogan this year. Everyone has a view on what Beanz Meanz to them, which is testament to the tagline that continues to strike a chord 50 years later. To celebrate we wanted to discover and share exactly how much Brits love Beanz and this campaign really heroes this great British favourite.”