Challenge: 2017 marked the 50th anniversary of Maurice Drakeâs famous slogan âBeanz Meanz Heinzâ, recently voted the best of all time in a Creative Review survey. To mark the occasion, Heinz wanted to do something a little bit special: a limited edition celebratory can design and an exclusive partnership with Selfridges.
Creative Idea: For an opportunity this unique, we wanted to swerve the conventions and clichés of gold-covered or faux-vintage anniversary packs. Instead, to capture the imagination of the British public, we wanted to celebrate the fact that Beanz have been ever-present in our heartz, mindz and mealz for decades. More than just nostalgia then, our limited edition campaign needed to feel as bang up-to-date as Beanz themselves.
Creative Expression: Nearly every home has a can of Beanz in their cupboard. And every home has a different reason why they love their Beanz. So we took over Selfridgesâ store window and made it the ultimate portal into that idea. A kitchen immersed in the brandâs iconic turquoise, its cupboards heaving with tins. On each of those tins, we had a different reinterpretation of what âBeanz Meanzâ to people all over the country. âNanzâ, âSpudzâ, âMatezâ⦠the memories kept coming. But this wasnât just a nostalgia trip. We wanted to showcase Heinz at its very best. So we also created a super-limited edition run of 50 premium cans, a pop art influenced design with each one hand-signed by the man behind the motto himself. A pop-up café reinvigorated happy eatersâ appetite for Beanz, whilst clean, contemporary design on-pack, in-store and online, ensured the campaign felt modern and relevant across every touchpoint.
