Heinz urges Australia to ‘Bust out the Beanz’ in new campaign created by GPY&R Melbourne
GPY&R Melbourne and Heinz have created a major new brand campaign for Heinz Beans, with the multi-platform campaign launching nationally from Sunday night.
‘Bust out the Beanz’ encourages consumers to rekindle the love they have for this treasured Aussie classic, and ‘bust out’ their forgotten cans of Heinz Beanz left in the cupboard.
Says Tom Ward, head of strategy and insights at GPY&R: “Our challenge with this campaign was unique. We didn’t need to convince people to buy baked beans, or even Heinz Beanz. Every day Heinz Beanz move off the supermarket shelf, into the trolley and into the cupboard. The problem is that all too often that is where they stay, to the point that people will sometimes end up with two or three cans tucked away.”
As a delicious, healthy food, GPY&R believed that Heinz Beanz deserve more than to be stowed away. The idea behind the ‘Bust out the Beanz’ campaign aims to shake people out of their seemingly autopilot behaviour of buying and storing Beanz, and remind them that their Beanz yearn for a toast, jaffle and nacho filled future.
Says Natalie Koenen, group marketing manager at Heinz: “We really wanted to rekindle the love Aussies have for their Beanz – the Beanz that they lovingly put in their supermarket trolleys and then lose underneath the pile of tinned tomatoes and chick peas. We’re really proud of this campaign, and can’t wait to see how Australian’s choose to bust out their Beanz.”
The TVC also features voice over work by comedian Kim Gyngell, known for his work on Full Frontal and The Librarians.
The campaign will run until the end of the year.
Agency: GPY&R Melbourne
Executive Creative Director: Ben Coulson
Creative Director/Art Director: Chris Northam
Copywriter: Evan Roberts
Agency Producer: Romanca Jasinski
Senior Account Director: Matilda Hobba
Account Manager: Rachel Semmens
Strategy: Tom Ward & Meredith Simpson
Director: Fiona McGee
Production Company: Goodoil
Producer: Claire Richards
Editing: Johanna Scott, The Butchery
Sound: Paul Le Couteur, Flagstaff Studios
Music: Cornel Wilczek and Jojo Petrina, Electric Dreams
Visual Effects: Method Studios Sydney
Group Marketing Manager: Natalie Koenen
26 Comments
Awful. Sorry to those who spent a lot of time working on it, and I’m sure it was the planners and client who were responsible for this transparent strategy bore-fest. But it’s instantly forgettable, which is tantamount to a total waste of money.
As if the Z in BEANZ to match the same in HEINZ weren’t ludicrous enough, they’re actually using the copy “Bust Out” in association with the musical legume?
Yes, Aussies will be “rekindl(ing) the love (they) have for their bean(z)” and the fire won’t just be in their eyes we’re guessing.
Unbelievable, bean marketing with fart jokes. What will they think of next.
Don’t know what Buzz Kill is talking about, but I love it. VO is great, nice cinematography, good storytelling. Compared to other Aussie ads, this is gold.
Fuck off Buzz Kill.
Relatively strong strategy. Voice over really lifts it…. it’ll work with mums.
I love Heinz Beanz. They’re a superfood too.
@Huffy and Busting Out
You’ve swallowed the beanz, er Kool-Aid.
Good to see that Y&R in Melbourne has a strong social media strategy . . . one lonely keyboard artist sitting in their cell trying to come up with complimentary things to say about the ad (great cinematography? VO really lifts it?) not to mention the clever pseudonyms.
Next up, Reg says: Best damn bean advert I’ve seen since George Patts himself was runnin’ the biz . . . that’s biz, with a Z.
BuzzKill, do you spend your whole life being angry ? At best it’s beautifully shot, has a lovely script and story and is just cute. At worst, its simply harmless. Be nice. It’s Friday for fucks sake
Nice, simple message. And it’s true, I think my beans are hidden behind the quinoa and coconut cream..
It’s not bad. The copy and v/o talent are excellent.
But is wishful thinking really a strategy? It looks as if someone forgot to put a proposition on the brief, so the creatives focussed on the desired action: ‘What do we want consumers to do after viewing this communication?’
@FFFFFarrt – not really sure what point you’re trying to land? Are you able to properly critique the work or are you just another hater? I’m no longer there now, but can think of some worse places to work than Y&R Melbourne. Where are you at these days?
@BO
No hate, just amused that copy of this nature for this product got to air. Seems like it’s just asking to be ridiculed and I can’t imagine that this potential is good for any brand, even a tried and true like baked beans, Heinz or otherwise.
That yourself and a few others are praising the cinematic aspects, the storytelling, the power of the voiceover in a tinned beans commercial is also a bit humorous to me, but maybe it’s just my sense of humour.
Think it’s a strong stretgy but that print makes me feel sick it’s so lame
nice work fiona
It’s really not THAT bad…it’s just not THAT good….ZZZZZZZZ take a leaf out of a real Heinz ad done some 30 years ago and still great today….don’t be mean with the Beans mum…beanz meanz Heinz
The real problem is the poor strategy or the brief…get people to buy more cans of Heinz…so the result is…. you’ve been in the cupboard long enough?OMG what thing to admit to! Heinz has not been used for a long time? Which begs another question…why has it been sitting on the shelf for so long? The strat planner should be shot.
Let’s respond to any negativity with a question.
Let’s use different names so it seems like different people.
Let’s respond every fifteen minutes because we’re really keen.
Really?
Yeah, if you’re going to do an all-staffer asking people to comment favourably on the blog, maybe leave off the junior suits.
The strategy smacks of desperation. Haul out those long forgotten, past-their-use-by-date beans.
There’s nothing wrong with the strategy. Problem is the whole strategy is laid bare in the execution – just doesn’t take it anywhere.
Tom is one of the best.
Ah, Mom, Get off the blog and take Jack for a walk.
The problem is the beans are left in the cupboard. All the ad has done is play back the problem. This will normalise it and make the problem worse.
there is no strategy. It’s not good advertising because it won’t work.
For any kid who grew up in the UK or Australia, the thought of baked beans on toast is a nostalgic romance with the comfort food of one’s youth.
The strategy should have been to tap into that nostalgia. Anything else is just a tin of beans.
Kym Gyngells delivery of “Bust out the Beans” is absolute Gold!!! IT Is the add.
Terrible. A great brand with a crap new ad
‘You already have a tin in the cupboard’ is an insight. It is not a strategy to encourage people to get them out of the cupboard and using them.
The only ‘reason why’ I should bust out the beans is the appetite appeal provided by the voice-over, which although it does a good job, is not helped at all by the visuals.
Not every food ad must conform to the formula of showing food and making it look appetizing, but frankly you should probably have a good reason not to. This ad doesn’t. ‘No strategy’ is right. The problem is the beans are left in the cupboard.
This is a good radio ad. Although well shot, the pictures add almost nothing to the sell. Certainly no great appetite appeal. Those ‘perfectly poached eggs’ sound nice, but why not show them? If I could see them, I might want to eat them. And it might give me a good reason to open that can lurking behind the dried pasta.
The same ad with more, and more appetizing food shots would probably work better. Not creative greatness, but it would have been hard-working.
Yeah Love the accent on the VO of this add.