US food processing giant Heinz is reuniting with The Who to launch limited edition Beanz Meanz The Who cans. They will be available in a limited edition in aid of the Teen Cancer America and Teenage Cancer Trust charities that the band supports in the US and UK respectively. The UK edition will also support Magic Breakfast, the child hunger charity who are Heinz’s charity partners.
The venture is inspired by the association between Heinz and The Who that originated with their landmark 1967 album The Who Sell Out, the artwork of which featured Roger Daltrey sitting in a bath full of baked beans. The deluxe, expanded edition of the LP is released on April 23. Five hundred cans are available to buy today (12) from the official dedicated site in the US for just $8.00 each.
Net proceeds from sales of the cans will help Magic Breakfast’s efforts in overcoming child morning hunger and the two cancer charities’ equally formidable work in helping young people aged between 13 and 24 through cancer treatment.
Additionally, a giant, hand-signed (empty) 57.5cm (H) x 42cm (D) version of the can is being auctioned off for the charities via another dedicated site. The bidding will take place between Thursday (April 15) and Sunday, April 25.
Lucy Cooke, brand manager for Heinz Beanz, says: “We are very excited to be working with The Who, celebrating the iconicity of both our brands, as they release the expanded edition of the 1967 album The Who Sell Out. 1967 was obviously a great time for creativity, as our famous advertising slogan ‘Beanz Meanz Heinz’ launched that very same year and went on to be voted the UK’s favourite of all time.
“We’ve had lots of fun working on this collaboration, and to be able to raise funds for our brilliant charity partners with our limited-edition Beanz Meanz The Who cans is just wonderful.”
Jane Ashton, Head of Entertainment, Teenage Cancer Trust, adds: “We’re thrilled that The Who and Heinz have teamed up to fundraise for teenagers and young people with cancer. The money raised for Teenage Cancer Trust will fund our specialist nurses and support teams who work tirelessly to get young people with cancer through the hardest times of their lives.”
Emily Wilkie, head of fundraising for Magic Breakfast, says: “We’re very excited that Heinz and The Who are using this brilliant initiative to raise vital funds for children and young people via Magic Breakfast and Teenage Cancer Trust. The funds Magic Breakfast receive will help us work towards ending child morning hunger in the UK and allow us to continue providing healthy breakfasts each school day to pupils in over 1,000 schools in disadvantaged areas each school day. A huge thank you to both Heinz and The Who!”
Bruce Resnikoff, President & CEO, UMe, notes: “The Who are not only groundbreaking musicians, but they were the first to establish specialized Teen Cancer centers in the US and UK. We are proud to help them raise funds for their charities in a way, only The Who can do.”
The Super Deluxe Edition of The Who Sell Out is released on April 23. Pre-order it here.