New tins of the product will now bear the words "Heinz Baked Beanz", borrowing from its legendary advertising strapline "Beanz Meanz Heinz", which dates back to the 1960s. It is the first time the label has been changed in 135 years.
Heinz retains Publicis Groupe-owned Leo Burnett on its advertising account, although it is in the process of reviewing its media planning and buying, which is currently held by Starcom Motive Group.
The new campaign plays up the nutritional value of baked beans, as the product is relaunched with 15% less added salt in response to criticisms from food groups about the levels of salt people have in their diets.
In the ads, which were written and produced by the creative team Big Al at Leo Burnett, a bean comes to life, moving around on screen and coaching himself out of his low self-esteem by talking about his qualities.
The campaign breaks today, with two 30-second and three 10-second commercials running for a five week burst. There is also four radio ads, and a press and poster campaign.
Ben Pearman, marketing manager for Heinz Baked Beanz, said: "The humorous new ads present a Heinz Baked Bean who is worried about his humble status, who then comes to realise he is actually a great provider of many essential vitamins and minerals, including fibre, iron and folic acid."
The slogan "Beanz Meanz Heinz" was created by Maurice Drake in 1967, based on research saying that 1.75m housewives bought a tin of Heinz baked beans every day.
"We wanted to use that information and were searching for something to grab people. It had to be simple, but we were hitting a brick wall, so I took my team to the pub. I was just scribbling on my pad when it dawned on me that you could end 'beans' with a 'z', just as Heinz did. Then it just came to me -- 'Beanz Meanz Heinz'," Drake said.
It became so synonymous with Heinz that the company took the then unheard-of step of running an ad that did not even mention the brand name -- it simply showed a plate of baked beans with the announcement: "You know what Beanz Meanz".
In 2000, Drake's catchphrase was unanimously voted the best advertising slogan of all time by an expert panel from the UK's advertising industry, in the Advertising Slogan Hall Of Fame.
According to Heinz, Britons eat more baked beans than any other country in the world, consuming 16 cans a person each year.
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