Heinz drives five-a-day health message

Heinz is pushing its health message with a £4m fairytale themed campaign to highlight that its baked beans contribute to the recommended five fruit and vegetables a day.


The brand is hoping to increase consumption and drive sales. It is also introducing new packaging to communicate the five-a-day message.

It features a boy named Jack who is persuaded to swap his toy cow for “magic Heinz beans” in the style of the traditional fairy tale.

The campaign, by AMV BBDO breaks on 3 October and will run on TV for five weeks. It uses the strapline: “for truly magic beans, it has to be Heinz” and will also include press, PR and digital activity.

Paul White, marketing manager for Heinz Beanz, says: “We wanted to use the fairy-tale storyline of Jack and the Beanstalk to ensure the advert resonates with both adults and children. By playing to people’s imagination, we can communicate that Heinz Beanz give families a tea they love, whilst also providing them with one of their five-a-day.”

Heinz has also launched a campaign for its Tomato Ketchup range and has named Actress Nadia Sawalha as the face of its “Secret Ingredient” campaign designed to encourage consumers to use Heinz ketchup as a cooking ingredient.

Heinz has also said that its limited edition balsamic vinegar ketchup variant will become a permanent fixture in the range.

Click through to Pitch’s list of FMCG campaigns here to see how other brands, such as Cadbury’s and Hovis, have approached advertising over the last 12 months.



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