Heinz Anniversary Pop Up – EventStream

15 Mar


Beanz Meanz Heinz


The Aim

Create a campaign which celebrates ‘Beanz Meanz Heinz’, embodying what the brand has meant to its customers.


The Campaign

Heinz have teamed up with Selfridges Oxford Street to create a pop-up café in the food hall, where visitors can enjoy a range of bean-based treats. The menu is set to include ‘Beanz with Bacon’, ‘Beanz with Scrambled Egg’ and ‘Beanz with Ham Hock’, all at a price of £3, with the option of added cheese.

In addition to the hot food, Heinz will be selling a range of limited edition ‘Beanz’ tins featuring different ‘Z’ words, both in the café and across Selfridges stores. So grab them before they’re gone…


When Interviewed, Francesca Mattiussi from Heinz Beanz said:

“Every day, two million people sit down to enjoy Heinz Beanz, whether that’s on toast, with a jacket potato or served alongside other dinner favourites. We wanted to celebrate the 50th anniversary of the advertising slogan ‘Beanz Meanz Heinz’ by offering up some modern twists that people can enjoy not only at our pop-up bar but also re-create within the comfort of their own home.”


Why We like It

It’s always great to FMCG brands getting creative, particularly when the brand is one with whom the nation has such fond memories. Heinz has been on a bit of an experiential tear recently, with their ‘break glass in case of emergency‘ soup tin guerrilla promo in January.

With regard to the pop-up itself, Heinz have picked the perfect location and for the four weeks it will be active, they can expect to see some heavy traffic. It is also worth commending Heinz for recognising the times and going a step further than just releasing limited edition tins alone. They will see their reward in the form of PR attention and social media buzz.

The pop-up will be active between March 27th – April 23rd in Selfridges Oxford Street, head down to catch some Z’s!


If Heinz’s activation has piqued your experiential interest, get in touch today to find out how we can help.