One year after the release of its first “ridiculously late” to market (but “ridiculously good”) pasta sauce, Kraft Heinz New Ventures announces one of the most unexpected collaborations of the year. The UK’s favorite sauce brand, 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 that has been launched today.
The launch campaign created by Wunderman Thompson Spain pays homage to the iconic Absolut ads centered in the Absolut bottle released in the 80s, with, but adds a Heinz touch.
The graphic pieces feature the following slogans: ‘Absolutely Heinz . Ridiculously Good’, ‘Absolutely Tomato. Ridiculously Good’, ‘Absolutely Pasta. Ridiculously Good’, and ‘Absolutely Foodie. Ridiculously Good’.
The campaign kicks off today on billboards across London (Leicester Square, Westfield London, Old Street Roundabout, tube and rail stations, and in several other locations) and on Heinz and Absolut social media later this week with the hashtag #AbsolutelyHeinz.
This collaboration is the latest example of the Kraft Heinz’s transformation strategy.
The company is expanding its capabilities and entering new categories through unexpected collaborations with innovative products and cutting-edge brands to redefine best-in-class and lead the future of food.
This product follows the launch of Heinz’s first range of pasta sauces a year ago, also with a campaign by Wunderman Thompson Spain. In that amapign Heinz presented their apologizes to the British public and Heinz founder Henry Heinz for failing to create the pasta sauce they deserved, until now.
Caio Fontenele, Director of Heinz New Ventures, comments: “While it took more than 150 years of tomato experience to launch our first Heinz pasta sauce, we are determined to continue to innovate and delight consumers at the speed of trends, of social media. We are delighted with the collaboration between these two centuries-old brands, bringing the first tomato sauce for pasta with vodka to the main supermarkets in the UK. The iconic combination of Heinz’s high-quality tomato sauces and the Absolut Premium Vodka is set to offer fans the ultimate Pasta alla Vodka experience, and the result is absolutely delicious.”
Leanne Banks, Pernod Ricard UK Marketing Director, said on this adds: “It’s only natural that we partnered with Heinz on this collaboration between two iconic brands, with two iconic bottles. As the UK’s number 1 premium vodka, Absolut was born to mix in, whether in delicious drinks or fun culinary combinations, and Heinz x Absolut Tomato Vodka Pasta Sauce is a perfect match.Now fans of our brand can enjoy Absolut in a whole new and innovative way, Pasta alla style! Vodka!”.
Paco Badia, Executive Creative Director of Wunderman Thompson Spain, points out: “This is a very exciting launch for us, since we have had the opportunity to pay homage to one of the most recognized campaigns of all time: Absolut adverts in the early 1980s. In fact, the best selling Absolut Book, which delves into campaign thinking and strategy, has been a creative inspiration for me along my professional career, long before we began the work on this It’s a privilege to be able to honor such an iconic campaign, and I’d like to think that Richard W. Lewis, author of the book and creator of that campaign, would endorse the latest declination to celebrate this exciting collaboration between two of the world’s leading food and beverage brands in the world”.
