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In at number one in our top 20 slogans is a line so successful that it has endured for over 40 years. Heinz baked beans was one of our products and they were looking for a new campaign.
The problem was that if you owned a FMCG [fast-moving consumer good] — and a famous one at that — it would be copied by the big supermarkets and sold cheaper than your product as they had less overheads and so on. And this was a very hard thing to combat, so Heinz felt we should point out that they were the original and best. Thus fuelled, inspiration soon struck. Highlights among the many commercials using the line include a s series featuring children reciting poems about the stuff and a ad in which a little boy asks his clever older brother Kev why he likes them.
More recently, the enduring appeal of the slogan was underlined when, in , even though it was not being used as an advertising strapline at the time, Heinz changed its packaging simply to say Heinz Beanz. A new TV spot featured a poem read by a little boy while a montage of clips from Heinz beans ads from years gone by played out. There are lots of ways to eat them You can have them on your toast I like to eat them with fried eggs Or with a Sunday roast.
AI is often viewed as the death of creativity. Yet, as Maximilian Niemann, a director at Unit9 production company, points out, when machines are used in collaboration with humans, it may actually make for better work. Focusing on an unlikely friendship that forms between a young boy and his new intergalactic companion, the spot is all about the little things that matter during the festive season.
Since the s, the filmmaker and artist has turned his lens towards the fringes. He talks to us about relinquishing control, Hollywood reboot culture, and how a Gucci mini-series captured the spirit of his early works. The friendly black-and-white campaigns appealed to families, working on the angle that children would grow stronger by eating their baked beans on toast. The marketing strategy helped to establish Heinz as a household brand, offering a quick and cheap option for a family meal.
I guess it helps that every bean tastes like a little drop of heaven, too. Later in this decade, another advert introduced viewers to Johnny, a young boy hellbent on travelling around the world.
That is until he discovers his mother has made Heinz beans for tea. To stop his sister from eating his portion, he decides to put his plans on hold until the next day, staying at home to eat his beans. The family-oriented message of these adverts, paired with a well-known slogan, would lay the foundations for Heinz baked beans as a staple of the family shopping list for generations to come. Heinz were one of the early adopters of TV advertising, rolling out their products on-screen for the first time in , the same year TV adverts came into being.
Colour televisions proved to be the last piece of the puzzle to make Heinz baked beans a formidable force in the food market.
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