| Philosophy | A year since launching their first ever Pasta Sauce that was ‘Ridiculously Late’ to the market (but ‘Ridiculously Good’), Kraft Heinz New Ventures announces one of the most unexpected partnerships of the year. Household favourite Heinz has teamed up with premium vodka brand Absolut Vodka to make the dreams of Pasta alla Vodka lovers come true, launching the UK’s first tomato vodka pasta sauce in a limited-edition launch unveiled today. The much-loved recipe is launching to the masses in a campaign devised by Wunderman Thompson Spain. Inspired by quintessential Absolut adverts from 1980 which feature a simple visual design, the campaign pays homage to iconic ads from the vodka brand with a Heinz twist, with different executions featuring the taglines: ‘Absolutely Heinz. Ridiculously Good’, ‘Absolutely Tomato. Ridiculously Good’, ‘Absolutely Pasta. Ridiculously Good’, and ‘Absolutely Foodie. Ridiculously Good’. The campaign is live from today with OOH placements across London, including billboards in Leicester Square, Westfield London, Old Street roundabout, and TfL and National Rail sites, as well as wildposting at various locations. A social media campaign will follow later this week with posts on Heinz and Absolut’s channels featuring the hashtag, #AbsolutelyHeinz. This collaboration is the latest example of Kraft Heinz’s transformation. The Company is expanding its capabilities and entering new categories through unexpected collaborations with cutting-edge innovators and brands to redefine best-in-class and lead the future of food. It follows the launch of Heinz first ever range of Pasta Sauces a year ago with a campaign by Wunderman Thompson Spain, apologising to the British public and Heinz’ founder, Henry Heinz, for not creating the pasta sauce they deserve – until now. |
