The Who is teaming up with Heinz Baked Beans as a tie-in to promote the upcoming The Who Sell Out box set and the band's patron charity, the Teenage Cancer Trust. In addition to recording a jingle for the brand on the legendary 1967 pop art masterpiece — along with Roger Daltrey appearing in a vat of beans of band on the LP cover — new, limited edition 'Beanz Meanz The Who' baked beans cans are available to purchase with all net proceeds going to charity.
Stateside, there are 500 limited-edition cans available to buy from the Who's U.S. merch store. All net proceeds are going to Teen Cancer America (TCA). The charity was co-founded by Pete Townshend and Roger Daltrey, with TCT partnering with hospitals throughout the States to develop specialized facilities and services for teens and young adults with cancer.
According to the Who's official announcement: “A giant, hand-signed (empty) 57.5cm (H) x 42cm (D) version of the limited-edition can, similar in size to the one Roger is holding on the album cover, is also being auctioned off for the charities from 9.00am BST on Thursday,April 15th to 12 midnight BST on Sunday, April 25th. For more info, log on to: https://bit.ly/3sepgUl“