Heinz has teamed up with Lioness Bethany England for a campaign celebrating the footballer’s favourite snack in time for the start of the 2023 Women’s World Cup.

The two-part out-of-home (OOH) posters share the footballer’s new favourite post-match pick-me-up with the message ‘The Secret to England’s Success?’, being answered with ‘Being full of beanz’.

The partnership’s latest revelation follows the success of previous campaigns, including last year’s creative that declared the Lionesses’ favourite pre-match dish was none other than beans on toast.

“It’s always been so important for me and the squad to fuel up before a big game, and whether it’s before training or pre-match, it’s key for us to eat a balanced meal that provides us with enough energy that we need to play,” England commented.

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The campaign, showcased at Canary Wharf, London Bridge and across Heinz’s social media page, is the latest in the food manufacturers’ experimentation with new ventures.

“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,” said Heinz New Ventures head of growth platform Sophie Higgins.

Last year, Kraft Heinz introduced a pasta sauce range, in a playful Wunderman Thompson campaign that poked fun at the manufacturer ‘ridiculously late’ entry to the sector.