If you’re in the business of marketing baked beans, you’ll pull out a fair few stops and a large budget to cut through the noise.

Heinz has launched their new Australian ad for baked beans, as part of their new ‘Can Size for Every Aussie’ product launch, and it could be mistaken for a Pixar short.

Created over a year, the ad has a rather Up vibe. It focuses on central character Geoff, head of innovation at the company. Essentially, the ad is a three-minute life narrative of a man addicted to beans, and his future wife in the spaghetti department. See for yourself above.



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