Beanz to mean Heinz once more

Heinz is resurrecting its Beanz Meanz Heinz slogan more than 40 years after it was first broadcast, it was announced today,

The simple slogan, originally penned in a London pub in 1967, became one of the best known phrases in advertising.

Heinz hopes to introduce a new generation to the phrase that once said: "A million housewives every day pick up a tin of beans and say 'Beanz Meanz Heinz'".

The new television adverts will reflect the spirit of the Heinz commercials from the 1970s with a young boy reading a poem aloud.

The new poem features the lines: "Sometimes when I'm feeling sad my mum will read the signs. She knows the thing to cheer me up and she knows that Beanz Meanz Heinz."

Maurice Drake, creator of the slogan, said: "After weeks of searching for a new campaign theme the answer came in a London pub.

"I still find it incredible that, over 40 years later, the seemingly timeless Beanz Meanz Heinz slogan continues to have relevance and brand power, still appealing to different generations in an ever-changing world."

The nostalgic new advert will be broadcast on commercial television channels tomorrow.

It is expected the commercial will trigger a rush on one of Britain's favourite foods – especially in the current economic downturn.

Beanz Meanz Heinz was the most popular line in a new Advertising Slogan Hall of Fame when it was launched in 2000.

It received a unanimous vote from the 12-man selection panel of advertising experts, who assessed an assembly of 84 slogans nominated by members of the advertising industry.

The slogan was only dropped after 30 years when Heinz wanted to ensure its brand was synonymous with more than just baked beans.

Earlier this year a campaign was launched by Heinz to find the original actors who appeared in the original adverts in order to complete the archive of the 123-year-old brand.