Heinz has launched a campaign for its iconic baked beans, asking Australians what "Beanz Meanz" to them.

The campaign harks back to the equally iconic "Beanz meanz Heinz" advertising campaign, which ran from 1967 for thirty years, and features celebrities and ordinary Australians talking about their memories of Heinz Beanz. The campaign is supported by a competition, featuring A$100,000 (US$105,989) cash prizes for the ten best stories associated with Heinz Beanz, to be submitted online and voted on by the public.

"Beanz Meanz versatility and taste. Whatever your pellet[sic] may crave, there is a Heinz Beanz recipe and memory out there to represent everyone, and we're looking for the most exciting," said marketing manager Natalie Koenen.

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