Heinz is expanding its product range with a range of bean-based burgers, nuggets and bowl food.

To mark the launch of the new campaign, Heinz has given in to a bean-related pun and borrowed the popular EMF track to tell audiences the new products are ‘Unbeanlievable!’

“Awareness of our iconic Heinz Beanz is unwavering – it’s one of the products we’re best known for in the UK. But there’s so much more that our legendary beans can do. And we hope with this latest marketing drive we can show our consumers the endless, unbeanlievable possibilities of the humble bean – from burgers to chilli bowls to veg-packed nuggets,” explained Emily Wright, Growth Manager at Kraft Heinz New Ventures.

The launch campaign, Unbeanlievable, has been created by Wunderman Thompson Spain and aims to target a younger demographic. In a time of packed schedules and picky eaters, the ads aim to highlight the plethora of benefits of eating beans from convenience to nutritional value, taste to plant based properties.

The campaign features a series of videos that consist of different bean-eating scenarios. From a kid asking for more veggies with dinner to a co-worker stealing a healthy lunch, the campaign features day-to-day moments that could be enhanced by the new unbeanlievable meals. Each scene is soundtracked by a brand new remixed version of the ‘Unbelievable' by EMF renamed to Unbeanlievable. 

“We wanted the Unbeanlievable concept to be memorable and to become a part of pop culture. The remix of the iconic EMF song has given us the ideal, catchy melody to be the soundtrack to our campaign.” explained Paco Badia, Executive Creative Director of Wunderman Thompson Spain.

Alongside the short films, the Unbeanlievable campaign launches with a full-page ad featuring the Unbeanlievable manifesto on the back pages of the UK's leading daily newspapers.  The new campaign aims to target a younger audience through outdoor advertising, social media, YouTube, earned media, and shopper marketing with retail partners. By making use of the well-known track and taking on a light-hearted tone, the campaign aims to deliver a new audience for Heinz.