The Drum Awards Festival - Official Deadline

-d -h -min -sec

Veganuary Advertising Heinz

'Beanz Means Vegan' – Heinz tweaks slogan for Veganuary campaign


By John Glenday, Reporter

January 6, 2020 | 2 min read

Heinz Beanz has thrown its weight behind Veganuary by tweaking its familiar Beanz Meanz Heinz slogan to Beanz Meanz Vegan for a month-long campaign.

Kraft Heinz

Heinz full of beans with Veganuary campaign

The new marketing campaign has been devised by Havas London to reinforce the fact that the canned staple is vegan.

A limited-edition range of tins will simultaneously promote the brand and the veganism movement in response to the growing popularity of animal-free diets. More than a quarter of a million Britons took part in last year’s Veganuary.

Emily Wright from Heinz Beanz said: “There’s a general perception that being vegan means you have to spend lots of money on fancy foods, but being vegan isn’t all kale and quinoa. That’s why we want vegans to know that our classic Heinz Beanz can still be enjoyed this Veganuary, whether on a simple piece of toast or a delicious baked potato."

A PR campaign from Wonderland Communication will firm up this messaging in response to surveys indicating 10% of people are unaware that Heinz Beanz is vegan.

Veganuary Advertising Heinz

Content created with:

More from Veganuary

View all


Industry insights

View all
Add your own content +