Which campaign popularized the Heinz slogan “Beanz Meanz Heinz” in Britain?

“Beanz Meanz Heinz” was the Heinz campaign slogan that made baked beans closely associated with the brand in Britain.

The slogan was created by advertising executive Maurice Drake in 1967. Its deliberate misspelling and rhyme made it easy to remember, while its meaning was direct: in the British market, the word “beanz” was meant to evoke Heinz baked beans.

The phrase is often written incorrectly as “Beans Means Heinz,” but the canonical campaign wording uses “Beanz Meanz Heinz.” The unusual spelling was part of the slogan’s visual and phonetic identity.

Heinz baked beans had already become an important packaged-food product, but the campaign strengthened the connection between the generic food category and the Heinz name. It is a classic example of advertising using rhyme and repetition to build brand association.