Heinz is reminding the British people of their time-honoured love of baked beans with a new global platform celebrating our ‘Irrational Love’ for the traditional dish.
Developed by creative agency Wieden + Kennedy London, ‘Too Good to Leave Behind’ is led by a 60-second spot that depicts a crestfallen man at an airport luggage carousel weeping inconsolably after his suitcase never arrives.
He continues to vigorously mourn his loss throughout the rest of his holiday – and it is later revealed that he had packed his suitcase with his beloved Heinz Baked Beanz.
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The work was devised by creatives Hannah Fortune and Chelsea Thorley, alongside creative directors Juan Sevilla and Joe de Souza, who said: “We knew that it was a thing – people packing their home comforts away with them when going on holiday. But not to the point where multitudes of Brits were having their beans taken away from them. It’s truly brilliant and it inspired the entire campaign. Ultimately, we wanted to convey that feeling of being without the thing you love.”
Running across TV, video-on-demand, connected TV, cinema, digital and social media – the US brand’s campaign will be supported by by a series of out-of-home ads placed around Heathrow Airport terminals.
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This advert makes me cry with laughter 😂 absolutely brilliant, cleverly crafted work!
Brilliant. And such clever placing at Heathrow too. Fantastic creative!
Can’t bear this advert. It’s just so ridiculous and high cringe. I’ll turn it off whenever it comes up. Surely Heinz can find something more interesting.