Heinz urges Australia to ‘Bust out the Beanz’

GPY&R Melbourne has launched a new campaign for Heinz Beanz.

The campaign, which carries the tagline ‘Bust out the Beanz’, is a call for Australians to rediscover the famous food that is often left in the cupboard.

The TV ad is voiced by comedian Kim Gyngell, known for his work on Full Frontal and The Librarians.

Tom Ward, head of strategy and insights at GPY&R, said: “We didn’t need to convince people to buy baked beans, or even Heinz Beanz. Every day Heinz Beanz move off the supermarket shelf, into the trolly and into the cupboard. The problem is that all too often that is where they stay, to the point that people will sometimes end up with two or three cans tucked away.”

The campaign breaks on Sunday, and runs until the end of the year.


  • Agency: GPY&R Melbourne
  • ECD: Ben Coulson
  • Creative Director/Art Director: Chris Northam
  • Copywriter: Evan Roberts
  • Agency Producer: Romanca Jasinski
  • Senior Account Director: Matilda Hobba
  • Account Manager: Rachel Semmens
  • Strategy: Tom Ward & Meredith Simpson
  • Director: Fiona McGee
  • Production Company: Goodoil
  • Producer: Claire Richards
  • Editing: Johanna Scott, The Butchery
  • Sound: Paul Le Couteur, Flagstaff Studios
  • Music: Cornel Wilczek and Jojo Petrina, Electric Dreams
  • Visual Effects: Method Studios Sydney
  • Group Marketing Manager: Natalie Koenen


  1. JB
    3 Aug 12
    11:47 am

  2. Strategically it’s strong, and well executed. A nice welcome back to TV for what should be one of Australia’s more iconic FMCG brands… hope they keep going.

  3. Beano
    3 Aug 12
    1:24 pm

  4. Never thought we’d hear the words “bust out” and bean(z) in the same line of copy.

    An oversight or intensionally going after the historically gaseous nature of the product?

  5. HyperFibre
    6 Aug 12
    11:08 am

  6. Good strategy. Strong campaign theme. Not brilliantly branded [not bad either]. But if you drive category usage, brand linked, or not, Heinz will still win big.