Following a challenging few years for Heinz, the brand has been on a mission reassert its OG status with its ‘Irrational Love’ global platform, focusing specifically on reigniting love for its ketchup.

Now, it’s the turn of Heinz Beanz. First introduced in 1901, they’ve long been a staple in British households, with the UK reportedly consuming more baked beans than the rest of the world combined.

Led by Wieden+Kennedy London, Too Good to Leave Behind aims to remind audiences that Beanz really does Meanz Heinz and delve into the emotional connection consumers have with the brand’s products.

The campaign is based on the discovery of recent newspaper articles reporting that Brits were having tins of baked beans confiscated at airport security. In a nod to Ringo Starr’s legendary Heinz-filled suitcase during a tour of India, the ad tells the story of a holidaymaker who is bereft of his beloved beans after his luggage goes missing.

The campaign film is accompanied by an OOH campaign that shows the luggage of Brits brimming with tins of Heinz Beanz, as captured by photographer Kamila K Stanley.

Heinz isn’t the only brand to have tapped into Brits’ holiday neuroses recently. Released earlier this year, Yorkshire Tea’s music video Pack Yer Bags subverted all the tropes of a lad’s holiday to demonstrate the lengths that people will go to in the name of having proper brew when they’re abroad.

Credits:
Agency: W+K London
Chief Creative Officers: Ana Balarin, Hermeti Balarin
Creative Directors: Juan Sevilla, Joe de Souza
Creatives: Chelsea Thorley, Hannah Fortune
Production Company: Biscuit Filmworks x Revolver
Director: Steve Rogers
Director of Photography: Rob Hardy
Production Designer: Jon Henson
Stills Production Company: Making Pictures Productions
Photographer: Kamilla K Stanley
Director of Photography: Louis Mackay