The Who has teamed with the Heinz company to promote the upcoming deluxe reissue of the band’s 1967 concept album The Who Sell Out and raise money for charity by selling special limited-edition cans of baked beans.
The collaboration celebrates the humorous cover of The Who Sell Out, a section of which features singer Roger Daltrey in a bathtub full of Heinz beans. The album also includes the tongue-in-cheek fake ad “Heinz Baked Beans.”
The cans, which feature a slogan that says “Beanz Meanz The Who” with a font that echoes The Who Sell Out’s cover art, were made available at The Who’s online store in the U.S. and at HeinzToHome.co.uk in the U.K., although they currently are, um, sold out at The Who.com. Money raised from the sales will benefit The Who’s Teen Cancer America charity in the States and and Teenage Cancer Trust and the child-hunger charity Magic Breakfast in the U.K.
Meanwhile, a giant empty version of the limited-edition “Beanz Meanz The Who” can signed by Daltrey and band mate Pete Townshend will be auctioned off at Givergy.uk/HeinzTheWho to raise funds for the aforementioned U.K. charities. Bidding will be open from this Thursday, April 15, through April 27.
Reflecting on the Sell Out cover photoshoot, Daltrey remembers it being an extremely uncomfortable experience.
“[Afterwards,] I ended up with a week in bed with either the flu or probably the worst cold that I’ve had in my lifetime and I put it down to the baked beans because they’d just come out of the fridge; they were freezing cold!” Roger recalls. “[W]ithin 24 hours I was in bed with the sniffles.”
As previously reported, The Who Sell Out reissue will be released on April 23. You can pre-order it now.
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