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Heinz Unveils Pasta Sauce Campaign Inspired by Real Life Culinary Confessions from Unexpected Fans

01/10/2024
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Created in partnership with VML Spain, in support of its new, family size pasta sauce, the new creative from Heinz does away with family stereotypes

Heinz has unveiled a new ad campaign that celebrates pasta-induced rebellion in upweighted marketing push that champions irrational fan love, in brand鈥檚 latest play for pasta.

Created in partnership with VML Spain, in support of its new, family size pasta sauce, the new creative from Heinz does away with family stereotypes. Choosing instead to celebrate the rule breakers who are willing to defy convention for the great taste of Heinz Pasta Sauce.

Live throughout October, the ads feature a rebellious nun who is willing to 鈥榮in鈥 for a hot bowl of pasta, a mischievous Nonna who breaks the status quo by feeding herself first, and a bride who鈥檇 rather wear Heinz Pasta Sauce than wear white.

Why? Because the great taste of Heinz inspires irrational, often unconventional, acts of love.

And they鈥檙e all true stories from real life fans.

Caio Fontenele, head of growth and innovation for European and Pacific markets explains, 鈥淭ime and time again, our fans continue to show up as our creative muse, providing rich creative territory from which we can have a lot of fun. And a handwritten love letter from a Convent is as good as it gets! It鈥檚 these acts of irrational love that inspired our latest ad campaign which pokes fun at convention and puts people鈥檚 passion for our product on full display 鈥 in a way that only Heinz can do.鈥

Paco Badia, executive creative director in VML Spain, commented, 鈥淭he new family size range deserved doubling down on humour and evolving the brand鈥檚 visual code to make room for showing unexpected families enjoying the product irresistibility. Keeping the Ridiculously Good platform ownable tone of voice鈥.

Alessandra Sega, head of culinary tomatoes at Kraft Heinz added, 鈥淟ike our fictional Nonna, there鈥檚 a certain freedom that comes with age, and at 150 years old, we鈥檙e able to have fun with the brand, creating content for our ridiculously good pasta sauce, without being serious.鈥

The campaign comprises of four key visuals and two videos which will be syndicated across OOH locations throughout the UK, YouTube, print and via social media.

鈥楩amily Portraits鈥 is the latest in a series of marketing campaigns aimed at disrupting the category and driving incremental growth. This includes the recent return of Heinz X Absolut Vodka Pasta Sauce, which was awarded a Grand Prix at this year鈥檚 WARC awards in association with the Cannes Lions International Festival of Creativity.

Most recently, Heinz Pasta Sauce was named as a finalist for 鈥楽ustained Success鈥 at the Effie UK Awards, shortly after being awarded 鈥淏est Product Launch鈥. And with Heinz now the #1 brand driving volume growth in the category, it鈥檚 clear that the brand鈥檚 focus on creative effectiveness is starting to pay off.

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