A July UK outdoor campaign from Heinz leveraged the FIFA 2023 Women’s World Cup by positioning brand ambassador and Lioness striker Bethany England as ‘England’s Secret Weapon’ and claims that she is ‘Unbeanlievable’.
The OOH work, conceived and developed by creative agency Wunderman Thompson Spain, positions Heinz Beanz as being the England women’s team – nicknamed The Lionesses – biggest supporter.
The marketing burst, which launched as The Lionesses successfully completed the group phase of the tournament with a 6-1 defeat of China, promoted baked beans and several new additions to Heinz’s bean-based product range including Beanz Burgerz, Beanz Nuggetz and Beanz Bowls.
Heinz Company, which is co-headquartered in Chicago and Pittsburgh and part of the giant Kraft-Heinz empire, teamed up with brand endorser Beth England for a campaign showcasing how its products are fuelling the team’s performances at the Women’s World Cup.
The background behind the 2023 campaign lies in comments by Bethany England and other Lionesses during their victorious UEFA Women’s Euro 2022 tournament which saw them declare their love for eating baked beans as part of their pre-match preparations. Tottenham Hotspur FC attacker England also recently revealed that she has been eating Heinz Beanz on toast prior to every training session as part of her personal World Cup preparations.
The July/August OOH campaign included giant posters displayed in flagship locations in the UK capital city at sites such as London Bridge and Canary Wharf. These billboards feature Bethany England wearing team kit and raising her hands up in celebration with the new product range prominently displayed alongside the copy line: ‘England’s Secret Weapon is Unbeanlievable’.
An additional two-part OOH execution shows England in full attacking mode posing the question ‘The Secret to England’s Success?’, mirrored by a second execution featuring a Beanz Burger and answering ‘Being Full of Beanz’.
The activity also ran across Bethany England’s Instagram page as well as Heinz social channels.
Indeed, England’s Instagram posts have championed Heinz Beanz on toast and the ‘unbeanlievable’ product range around every match.
“Bethany is the perfect choice for the campaign, having spoken already about her love for Heinz Beanz and demonstrated how they are key to her performance,” outlined Wunderman Thompson Spain Executive Creative Director Pipo Virgós. “Even better, her last name is England, so this campaign ties perfectly with England’s Women’s World Cup ambitions and Heinz ambitions because, as we all know, England loves Beanz.”
Heinz Head Of Growth Platform (New Ventures) Sophie Higgins added: “When we heard how much Bethany and the whole team loved our beans, we jumped at the chance to help make sure she’s powered by Heinz during the Women’s World Cup. We have a range of bean-based products outside of the can, each providing ‘unbeanlievable’ plant-based energy, perfect for the high intensity training the England squad goes through. We can’t wait to see the power of the humble bean driving everyone through the championship!”
The client brand was Heinz where the team which briefed in the campaign was led by Business Director Caio Fontenele and Manager Emily Wright.
The creative agency was Wunderman Thompson Spain where the team included Chief Client Officer Jose Mª Piera, Creative Director David Caballero, Executive Creative Directors Pipo Virgós and Paco Badia, Creative Director Gloria Hernández, Art Directors Marcelo Monzillo and Sergi Boixadera, Copywriters Albert Xifra and Lucia Collera, Production Designer Susanna Bergés, Account Director Natàlia Gasulla and Account Executive Carla Pérez.
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The campaign leveraged the 2023 Women’s World Cup which kicked off in Australia and New Zealand on 20 July with the final scheduled for 20 August.
This work follows on from Heinz Beanz’s recent ‘Unbeanlievable’ spot, also developed with Wunderman Thompson Spain, which was released in February and celebrated the launch of the new burgers, nuggets and bowls product lines by highlighting how they are packed with the natural fibre and protein of beans.
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