The agency has been tasked with helping build the brand and grow its range as part of the brand’s Beanz liberation initiative. denstuMB’s first work will launch in September.
dentsuMB will work alongside sister agency Carat, which handles media planning and buying for the brand.
Matt Mill, Marketing Lead Meals at Kraft Heinz said: “We are extremely excited to be working with the team at dentsuMB. They have the same passion and love for our Beanz and we are thrilled to work with them to further strengthen the role that Beanz can play in our consumers’ lives.”
Gareth Collins, dentsuMB UK CEO added: "We are so excited to be working with the team at Kraft Heinz on the amazing Beanz brand. Beanz is such an icon, one that we all know and love. We can’t wait to help unlock all its potential."
Simon Lloyd, dentsuMB UK CCO said:"Beans on toast is about as British as it gets,”
“No matter who you are or where you grew up, Beanz has always and will continue to play a part in your life. And moving forwards the whole Beanz liberation strategy is going to help the brand reach more people in new and exciting ways. We can’t wait to fire into this opportunity and make the new work as famous as the brand itself."
Read more about this exciting news in Adweek.