Heinz reminds Veganuary participants who they can rely on in new campaign

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by Charlie Spargo

Havas London has supported Heinz in its new campaign for the beginning of 2020, rethinking the brand's classic 'Beanz Meanz Heinz' slogan to appeal to those taking part in Veganuary.

A selection of out-of-home, press and paid social ads will run throughout January under the banner ‘Beanz Meanz Vegan’, to remind people faltering in their commitment to avoiding animal products that their baked beans are a great go-to for vegans.

They have also produced a limited-edition range of ‘Beanz Meanz Vegan’ cans, available exclusively from Ocado.

More than 250,000 people took part in Veganuary last year, cementing it as an important movement people engage with for health, ethical and environmental reasons. This year, an even wider range of brands have got on-board, with Gregg's releasing its vegan 'steak bake' and KFC launching a plant-based 'chicken burger'.

Beanz are marketed as a healthy and convenient vegan option that not everyone immediately thinks of as free from animal products. With 80% of Veganuary participants admitting to a failure to stick to veganism throughout the month, Heinz wants to position itself as a great solution. Heinz's research showed that 19% of veganism adopters said it was the smell of something like a bacon sandwich that made them sway, with 15% blaming a hangover for their indiscretion.

The hardest part of the month of veganism is apparently yet to come, arriving on January 11th. On this date, Heinz's campaign will reach its most intense period to help as many temporary vegans as possible.

Heinz's Emily Wright said: “There’s a general perception that being vegan means you have to spend lots of money on fancy foods, but being vegan isn’t all kale and quinoa. That’s why we want vegans to know that our classic Heinz Beanz can still be enjoyed this Veganuary, whether on a simple piece of toast or a delicious baked potato.

"Not forgetting all the other varieties in our vegan range, including Heinz Beanz No Added Sugar and Heinz Beanz Peri Peri. This year we’re here to support everyone tackling Veganuary and want to make it Easy Beanzy!” 

Mark Whelan, Chief Creative Officer at Havas UK, said: “Heinz Beanz are an easy and simple solve for Veganuarians so we wanted to keep the language just as simple. It looks so great in that iconic design.”