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Heinz 'Full of Beanz' Ad Launches in UK
By: Dwayne W. Waite Jr.
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As a fan of advertising, we appreciate when iconic brands get back into the swing of things with a new advertising campaign. At first, Nike comes to mind. As the brand and W+K commemorate the 25th anniversary of the "Just Do It" tagline, many people, AdFolks and others, are being sent back to the time where they first heard those three words while eyeing the Nike swoosh. Who would have thought the tagline would survive as long as it did?

In the film "Art & Copy," those who created the slogan weren't too certain.

But now we want to bring attention to Heinz. Yes, Heinz has been featured in Mad Men for some time, but not without reason. The brand was spending big money in the '60s and '70s trying to promote its beans and its now-famous ketchup.

Well, ladies and gentlemen, the beans — or Beanz, as Heinz calls them — are back. Heinz is launching a new campaign featuring the beans. Along with Abbott Mead Vickers BBDO, Heinz launched the "Full of Beanz" campaign in the UK with an ad about two brothers.

The ad is below.

The ad focuses on the relationship of the brothers, and the confidence the bigger brother has in the beans; they will make his little brother stronger and more able to keep up with him. It's heartwarming, and it highlights the relationship that parents would want their kids to have.

Once again, Heinz and AMV BBDO deliver with a solid advertising spot. Let's see if the campaign can follow through.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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