Britain's favourite food brands are having a tough time competing against recession-friendly budget alternatives. Heinz plan to stay on the menu by taking us on a trip down memory lane. Mark Stone reports (transcript below):
I'll definitely be using this with my students. Actually, Heinz Beans are one of the things I miss most about the UK—French beans in tomato sauce just don't taste the same (probably because they don't contain all that sugar!)
• Heinz to bring back Beanz Meanz Heinz (Telegraph)
• Beanz Meanz Memoriez (Daily Express)
• Old advert slogan enjoyz resurgenz (Scotsman)
• Beanz are back: Heinz revives a classic slogan as its sales soar (The Herald)
• Heinz Baked Beans commercials on YouTube
• Wikipedia entry for Heinz
• Heinz Baked Beanz (history, trivia, recipes)
The Heinz line was created in a pub in 1967 by Young & Rubicam's then deputy creative director, Mo Drake. The jingle went "A million housewives every day, pick up a can of beans and say, Beanz Meanz Heinz." The slogan was only dropped after thirty years when Heinz wanted to ensure its brand was synonymous with more than just baked beans. (Source: AdSlogans.com)
JINGLE: … beans and say "Beanz Meanz Heinz."
VOICEOVER: Remember this?
JINGLE: Beans Meanz Heinz.
VOICEOVER: Well, it’s back.
AD: As soon as I get home from school, I ask Mum, "What’s for tea?"
VOICEOVER: So, have the bright sparks at Heinz run out of ideas? No, not at all, we’re told. This is all part of a very clever marketing plan. And apparently, it involves Mum.
MARKETING EXPERT 1: She’s saying, well, in these recessionary days, what I’ll do is go for the cheaper brand, rather than spend—whatever—50p, 80p more for something like Heinz. So I think this is literally saying, and it says it, "When I’m feeling sad …
AD: … my Mum will read the signs. She knows the thing to cheer me up, and she knows that Beanz Meanz Heinz."
MARKETING EXPERT 1: Beanz Meanz Heinz." Not Sainsbury’s.
VOICEOVER: Mmm, they would surely beg to differ. But that is what this is all about—big names like Heinz competing against the recession-friendly own brands. The idea, Heinz hopes, is that all this nostalgia will get us thinking, back to the times before the R-word. It might even remind us of what we did and ate in the last recession like this.
JINGLE: For mash get Smash.
VOICEOVER: There are no plans to resurrect the Smash ad or any others—not yet anyway, and there is a risk.
MARKETING EXPERT 2: I think nostalgia adverts can work for some brands, but you have to be careful. Nostalgia doesn’t mean the same thing to everybody. And so if you have a brand rooted in the memory of the country, like Hovis, for example, I think you probably can dig deep into people’s memory and remind them this is a product that’s been around for a very long time.
VOICEOVER: But the remarkable thing about this one, legend has it, it took just a few minutes for someone to come up with those three words.
AD: Beanz Meanz Heinz.
VOICEOVER: Mark Stone, Sky News.