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Heinz Housewives: Exactly one year to the day Wordlab reported that Heinz might be considering replacing its award-winning slogan, the company announced a new twist on "Beanz Meanz Heinz."

Borrowing that spelling, the company is going to re-label their baked beans for the first time in its 135 year history, changing the "s" in "beans" to "z" (zed in the UK). For several generations of British bean-eaters, the new "Heinz Baked Beanz" labels are expected to trigger memories of the famous slogan.
It was dreamed up in a London pub by ad-man Maurice Drake in 1967, who recalled: “Research came in saying 1,750,000 housewives bought Heinz baked beans every day.

“We wanted to use that information and were searching for something to grab people. It had to be simple, but we were hitting a brick wall, so I took my team to the pub.

“I was just scribbling on my pad when it dawned on me that you could end 'beans' with a 'z', just as Heinz did. Then it just came to me - 'Beanz Meanz Heinz'.”

The slogan was married to a melody - loosely based on the nursery rhyme Boys And Girls Come Out To Play – to create the unforgettable jingle:

‘A million housewives every day/Pick up a can of beans and say/Beanz Meanz Heinz’.

In 2000, Drake’s catchphrase was unanimously voted best advertising slogan of all time by an expert panel from the UK’s advertising industry, the Advertising Slogan Hall Of Fame.

It became so synonymous with Heinz that the company took the then unheard-of step of running an advert which didn’t even mention the brand name - it simply showed a plate of baked beans with the announcement: 'You know what Beanz Meanz'.

The baked bean has come a long way since Henry J Heinz proudly planted his first vegetable allotment in the garden of his home in a tiny village outside Pittsburgh in the US in 1854 at the tender age of 10.
And the name Heinz, too, has come a long way, baby. Teresa Heinz Kerry, who is affluent in several languages, is making the name a household word in a very different world--when women have more on their minds than just what's for dinner.
Posted by abnu on Sunday, August 15, 2004 @ 5:02 AM [ + ]

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