Tell us about the first brainstorm you had about the creation of the ad campaign.
Our first brainstorm centred around how to celebrate the bold new flavours of Heinz Beanz in a way that felt fresh and unmistakably Australian. Taking inspiration from the UK’s UnBEANlievable campaign, we envisioned a light-hearted series of ads that showcased the new Taco, Caramelised Onion, and Peri Peri Beanz as versatile mealtime heroes. We worked closely with The Kitchen, Kraft Heinz in-house creative team. We wanted to highlight the nostalgic familiarity of Heinz Beanz while bringing in a playful twist.
Winner Story
Heinz "UnBEANlievable" by Eric Tom and Bruce
Heinz is the biggest name in beans in Australia, but even a pantry staple can use a refresh now and again. Creative production agency Eric Tom and Bruce stepped up to make sure the announcement of Flavoured Beanz, in bold flavors like Taco and Peri-Peri, was every bit as impactful as Heinz’s iconic “UnBEANlievable” campaign in the UK. Featuring astonishing new recipes (two words: bean lasagna) and over-the-top acting, the campaign definitely left consumers down under hungry for the new flavors. Read how the creative team Aussie-fied the original concept and won the 2024 Award of Excellence in Advertising Campaigns – Food & Drink.
What inspired the creative direction?
The creative direction was inspired by the duality of nostalgia and novelty. Heinz Beanz is a pantry staple in Australia, so the challenge was to reintroduce it in a way that felt exciting and fresh. We wanted to keep the visual style bold and vibrant, using dynamic camera work and slow-motion shots to showcase the beans in all their delicious glory.
The reactions of our talent played a key role—they embodied the UnBEANlievable experience with wide-eyed expressions and mouth-open awe, emphasizing the surprise and delight of the new flavours. Pre-production was critical to developing recipes that not only showcased the flavours but also inspired Aussies to try new ways of enjoying their Beanz.
What was the production process like?
We prioritise working closely with all our clients in pre-production and by collaborating closely with the Kraft Heinz brand and creative teams we had a pretty seamless shoot. We shot all three 15-second spots, along with stills, in a single day by pre-building three unique sets in the studio. This efficiency allowed us to focus on perfecting each scene, from the food styling to the talent’s reactions.
Pre-production on the recipes was key: we partnered with an experienced food stylist to develop recipes that showcased the Taco, Caramelised Onion, and Peri Peri Beanz in relatable yet inspiring dishes. The team paid close attention to every detail, ensuring the meals looked mouthwatering on screen while staying achievable for home cooks.
Which aspects of the series are you all most proud of?
We’re especially proud of how we balanced efficiency with creativity. Shooting three spots and stills in one day was no small feat, but the pre-built sets, meticulous planning, and collaborative teamwork made it possible. The UnBEANlievable reactions from our talent became a defining element of the campaign, helping us connect with the audience in a playful, memorable way.
We’re also proud of how the final spots delivered on Heinz’s brief—creating visually captivating assets that brought the flavours to life while tying back to the iconic Heinz Beanz can. The blend of humour, vibrant visuals, and delicious recipes made the campaign stand out while staying true to the brand’s heritage.
What creative risks did you take to connect with Heinz’s audiences and beyond?
One of the biggest creative risks was leaning into humour and over-the-top reactions, using bold visuals to amplify the idea of UnBEANlievable delight. We also took a leap by showcasing the beans in recipes that were a little unexpected—like tacos and lasagna—to show how versatile they could be. These creative choices paid off, helping us stand out and engage light and lapsed buyers in a fresh, exciting way.
How have the ads been received by audiences?
The campaign has been a hit with audiences, sparking curiosity and excitement about the new flavours. Social media engagement has been strong, with plenty of positive feedback about the recipes and playful tone of the ads. By highlighting the versatility of Heinz Beanz in fun and achievable ways, we were able to reconnect with lapsed buyers while inspiring creativity in the kitchen.
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