ART DIRECTION & EXPERIENTIAL
Heinz were looking to celebrate 150 years of Beanz with an event that would reaffirm Heinz Beanz as the cultural icon that they are. With other brands getting traction in a crowded market Heinz used this event to remind the British public of the taste, nostalgia and history behind the famous baked bean.
Our event space was in the heart of Covent Garden with huge footfall during the weekend. We divided the space into the past, present and future of Heinz Beanz.
the timeline
On entrance the public were greeted with a museum based timeline of the brands' history. We had unknown facts, hands on elements and a dozen historic cans of baked beans with original labels mounted in frames on the walls.
a kitchen from yesteryear
The next walkthrough was a kitchen inspired by decades gone by. Plenty of gingham, teak wood and formica and a healthy dose of beanz recipes. We filled the set with frame archive adverts, memorabilia and an old television to play the old adverts from days gone by.
the future of heinz beanz
After passing through a larger than life toaster with orange neon lights and toast smells the public would see a huge bean can slide that slides into a ball pit full of orange, beany, balls. At the end of the room, kids and adults alike could sit in an area, with a sample of baked beanz, and come up with their plan for the 'Beanz of the Future'∆