How Heinz Got the Nation Talking About Beans on Toast
When your work is covered by news outlets ranging from The Daily Star to The Guardian, you know you’ve created something that truly cuts through at scale.
The objective was simple: how do we get people on social media to fall in love and engage with a British icon, the baked bean?
The Challenge
We started with cultural context and quickly landed on one of Britain’s most iconic food pairings: Beans on toast.
Beans on toast is as synonymous with the UK as red buses and cups of tea. It’s a classic that’s hard to mess with… but that didn’t stop us.
We saw an opportunity to “perfect” the recipe, turning this everyday staple into a light-hearted cultural debate primed for social feeds.
The Approach
Heinz wanted to think TikTok-first, but to truly break through we knew this needed to become bigger than a single channel. It had to become a talking point.
So we built a two-pronged approach:
How could Heinz show up authentically and credibly?
How could we maximise reach and relevance on TikTok?
Heinz has been making beans for the nation for decades from its factory in Wigan, home of the famously secret Heinz Beanz recipe. So we went straight to the source and asked a simple question:
How do you make the perfect beans on toast?
That gave us credibility. Now we needed cultural traction.
Enter William Hanson
William Hanson, known for his etiquette expertise and sharp-witted TikTok content, was the perfect partner (and even wore a lovely Beanz colour teal knit on the day).
As the voice of “proper standards,” he became our voice on how the nation should prepare beans on toast.
“Don’t drown your toast. This isn’t your local lido.”
We created a series of short-form TikTok videos in William’s signature style, connecting with his audience and creating something new through familiarity.
But this wasn’t just about making content for one platform.
Building a Bigger Moment
Our ambition was to create one cohesive cultural moment across launch week.
Alongside William Hanson’s quick-fire tips on how to enjoy the perfect Beanz on Toast (with two videos on his channel and one on Heinz’s) we extended the campaign into earned media and broadcast.
On launch day alone, William appeared across 20+ radio stations, taking the debate nationwide.
We also issued Heinz’s official step-by-step guide to media, alongside witty reactions from TikTok users in William’s comments section.
The result? Coverage everywhere.
From the front page of The Daily Star to opinion-led takes in The Guardian and discussions on LBC, the campaign travelled far beyond social.
The Results
Within the first 48 hours, William Hanson’s TikTok content alone delivered an organic reach of 500,000+, with strong engagement.
We amplified momentum cross-channel, repurposing content to Instagram Stories and broader social placements.
What started as a TikTok-first activation became one of Heinz’s biggest news stories of the year, reaching millions.
With a small budget and a sharp understanding of how to create culturally connected ideas, we built a campaign that was social-first, and fully integrated.
It delivered reach in the millions and got the nation talking about Heinz.
Getting people to passionately debate beans on toast? That’s a success in itself.
Cultural presence. Brand relevance. Check.
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