Heinz Beanz Australia launches new can sizes + heart-warming animated short film via Y&R NZ


Screen Shot 2017-09-04 at 8.21.59 am.jpgCB Exclusive – In a bold move, Kraft Heinz Australia removes iconic Heinz Beanz branding for charming new labels, launching four new can sizes. The nationwide integrated campaign has been created by Y&R New Zealand and Assembly Ltd, with music composed by Franklin Road.

The heartwarming campaign, led by an animated short film, follows ‘Geoff’ – the head of innovation at Heinz Beanz. It tells the story of how, across the years, Geoff’s circumstances change, prompting him to create a new can size for every life stage.

Screen Shot 2017-09-04 at 8.17.58 am.jpgSays Josh Moore, CEO/CCO, Y&R ANZ: “Heinz Beanz is one of those classically iconic global products that only Don Draper and advertising school students get to work on. It’s not the kind of brief that falls in your lap inScreen Shot 2017-09-04 at 8.14.56 am.jpg the real world. But it did and so the Y&R and Assembly teams came together and delivered Geoff, a truly beautiful piece of work that’s going to sell a hell of a lot of beans.”

The campaign consists of a 3-minute film for online and cinema, individual product spots for TV, digital, and point of sale. And for the first time, it also acts as the sole catalyst for re-naming the HeinzScreen Shot 2017-09-04 at 8.14.49 am.jpg Beanz product range across Australia.  

Says Tom Paine, ECD, Y&R NZ: “Launching an animated campaign which directly influences the real-world, on-shelf product is a unique, gratifying process. Hopefully the Australian public enjoy it as much as we’ve enjoyed making it.”

Says Damon Duncan, Director at Assembly: “It was a pleasure working with the team from Y&R to create this piece. We loved bringing these characters to life and telling Geoff’s story. The opportunity to tell a life story on this scale was a fun challenge and one the Assembly team relished.”

Client: KraftHeinz Australia

Chief Marketing Officer AMEA: Rodrigo Wickbold

Chief Marketing Officer: Shalabh Atray

Category Marketing Manager – Quick Serve Meals: Arjun Tomar

Marketing Director: Mughees Abid

Brand Manager: Olivia Plymin

Agency: Y&R New Zealand

CCO and CEO: Josh Moore

Managing Director / Head of Planning: Jono Key

ECD: Tom Paine

Copywriter / Art Director: Ellen Fromm

Senior Account Director: Katie Loverich

Senior Account Manager: Heike Middleton

Head of Design: James Wendelborn

Head of TV / Producer: Sacha Moore, Liz Rosby

Production Company: Assembly Ltd.

Director: Damon Duncan

Technical Director: Rhys Dippie

Executive Producer: Amanda Chambers

Lead Designer / Character Design: Josh Fourt-Wells

3D Artists: Geoff Kirk Smith, Katie Naeher, Craig Speakman, Craig Baxter, Alex McLeod, Damon Duncan, Rhys Dippie, Josh Fourt-Wells, Marcos Godoy, Anastasia Fileva, Andrii Kryvuila, Gustavo Soares, Alex Scollay, Patrick Blades

Environmental Design: Scotty Wilson

Compositing: Rhys Dippie

Grade: Pete Ritchie

Sound: Franklin Road

Music Composed By: Mahuia Bridgeman Cooper

Sound Design: Shane Tapari

Executive Music & Sound Producer; Jonathan Mihaljevich

Media Agency: Spark Foundry

Investor: Keily Brown

Digital Director: Taylor Svarc

Account Manager: Marissa Taylor

Account Coordinator: Chelsea Caddey