By John Glenday, Reporter

February 8, 2023 | 3 min read

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.


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

Brand Strategy Food Heinz

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