Heinz is celebrating the 50th anniversary of the iconic Beanz Meanz Heinz slogan, launching a pop-up café in London’s Selfridges, a run of limited edition cans and a small batch of collectable tins signed by the tagline’s original copywriter, Maurice Drake.

Drake was working for Young & Rubicam when he penned Beanz Meanz Heinz in a north London pub in 1967. It was voted the UK’s favourite slogan back in 2012 in a Creative Review poll.

Lucy Clark, marketing lead for Heinz Beanz, said the now-retired Drake was eager to get involved with the half-century festivities.

“He really wanted to make sure he was part of the celebration,” she told The Drum. “He’s personally signed 50 of the collectible cans that are going to be on sale from the 5 April and we’ve also involved him and made sure he was part of the campaign."