Heinz - "Ridiculously Late. Ridiculously Good"

Wunderman Thompson

Wunderman Thompson London, United Kingdom

6837

Brand: Heinz
Country: United Kingdom

Advertiser: Kraft Heinz

Title	Ridiculously Late. Ridiculously Good
Agency	Wunderman Thompson
Campaign	Ridiculously Late
Advertiser	Kraft Heinz
Brand	Heinz
Date of First Broadcast/Publication	2022 / 8
Business Sector	Mayonnaise, Ketchup, Mustards
Tagline	Ridiculously Late. Ridiculously Good
Philosophy	Heinz, the iconic brand and tomato experts established in1869, made consumers wait more than 150 years for a tomato pasta sauce. Ithas also been more than 150 years since the beautiful sport of football wasinvented by the English, who have now finally won the European footballChampionship!Created by Wunderman Thompson Spain, the communication platform‘Ridiculously Late. Ridiculously Good’ was used to launch the new range ofHeinz Pasta Sauces. It appeared for the first-time last February acrosspress, OOH, digital TV and social. Since launch, the brand has continuedplaying on their creative concept with contextual advertising, in a seriesof reactive content to the news agenda in partnership withWunderman Thompson, Wonderland Comms and Carat Media.Yesterday, after another very long wait, the brand jumped into the socialconversation with digital ads celebrating England women’s national footballteam winning the championship and today it has published an ad in TheSun celebrating the ‘Ridiculously Late, Ridiculously Good’ result for thenation. The European football Championship reactive ad builds on the ‘RidiculouslyLate. Ridiculously Good’ communication platform that the brand used tolaunch their new range of Pasta Sauces which arrived ‘ridiculously late’ in2022, after over 150 years since Heinz first entered the UK market. TheHeinz Pasta Sauce launch campaign apologized to the British public andHeinz’ founder, Henry Heinz, for not creating the pasta sauce they deserve,until now, “because nothing so ridiculously good, has come so ridiculouslylate”. The creative concept continued for the Queen’s Jubilee, which saw afull-page ad congratulating HM Queen Victoria for her Golden Jubilee, whichtook place in June 1887 – 135 years ago. The print ad ran ‘ridiculouslylate’, two weeks after the celebrations for Queen ElizabethII’s Platinum Jubilee.
Media Type	Newspaper
Advertising Manager	Alexandra Bayet
Advertising Manager	Caio Fontenele
Chief Client Officer	José María Piera
Chief Creative Officer	David Caballero
Executive Creative Director	Pipo Virgós
Executive Creative Director	Paco Badia
Creative Director	Gloria Hernandez
Art Director	Carlos Galán
Account Director	Natàlia Gasulla
Account Executive	Ariadna Vila
Copywriter	Albert Xifra
Designer	Sergi Boixadera
Media Agency	Carat
Copywriting	Wonderland Communications