The campaign has been created by Leo Burnett and is the first appearance of the slogan after being dropped 10 years ago in an attempt to better reflect Heinz's range of products rather than just canned beans.
The decision to revive it was taken following market research that found the majority of customers wanted the slogan reinstated.
A Heinz spokesman said of the slogan, which first appeared in 1967: "The weight of public opinion and the views of advertising experts are the reason. It sums up what Heinz beans means to consumers."
The TV campaign will break during the first ad break of the first instalment of 'Coronation Street' next Monday. It is being supported by a redesign of its can label, bringing back a silver rim around the Heinz baked beans logo.
The campaign comes amid a review of Heinz's £8m creative advertising account, with the firm looking for just one agency to handle the business. This week, it emerged that Leo Burnett, which handled canned food advertising, and WCRS, which handled soups and baby foods, have been knocked out of the pitch.
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