Kraft Heinz taps EMF for ‘Unbeanlievable’ campaign
Heinz Beanz has embraced an iconic track for an ‘Unbeanlievable’ campaign.
Wunderman Thompson Spain is helping the brand showcase new use studies. Emily Wright, growth manager at Kraft Heinz New Ventures, remarked: “Awareness of our iconic Heinz Beanz is unwavering – it’s one of the products we’re best known for in the UK. But there’s so much more that our legendary beans can do. And we hope with this latest marketing drive we can show our consumers the endless, ‘unbeanlievable’ possibilities of the humble bean – from burgers to chilli bowls to veg-packed nuggets.”
Set to a remixed version of 'Unbelievable' by EMF the campaign brings a message that vegetables can be fun to everyone from children to office workers.
Paco Badia, executive creative director of Wunderman Thompson Spain, adds: “We wanted the Unbeanlievable concept to be memorable and to become a part of pop culture. The remix of the iconic EMF song has given us the ideal, catchy melody to be the soundtrack to our campaign.”
The launch campaign is supported by a full-page Unbeanlievable newspaper manifesto in conjunction with out-of-home, social, YouTube, earned media and retail partners.
Heinz Beanz adopted a more serious tone last year by employing blurred screens to raise awareness of food insecurity.
Credits:
Brand: Heinz Beanz
Campaign: Unbeanlievable
New Ventures
Managing director: Caio Fontenele
Head of platform: Sophie Higgins
Growth manager: Emily Wright
Wunderman Thompson Spain
Chief client officer: Jose Mª Piera
General creative direction: David Caballero
Executive creative direction: Pipo Virgós, Paco Badia
Art direction: Marcelo Monzillo, Sergi Boixadera
Copywriting: Albert Xifra, Lucia Collera
Production Director: Susanna Bergés
Pospo Coordinator: Axel Ware
Strategic planning: Ainhoa Moreno
Account director: Natàlia Gasulla
Account executive: Carla Pérez
Stills and digital content: Mushroom
Photographer: Margaret Steplen
Video producer: Fight Films
Producer: David Triviño
Executive producer: Gloria Marzábal
Music: Trafalgar
Post-production: Artic
Media agency: Carat
PR agency: Wonderland Comms