Combining disparate elements such as Tik Tok trends, 80’s nostalgia and pop culture, the epic collaboration between Heinz and Absolut was an instant hit with consumers, becoming Heinz’s biggest partnership in the last five years. Inspired by Absolut's famous ads shot by Andy Warhol, the campaign turns back the clock to one of advertising's legendary eras and is covered in major media titles in more than 30 countries, including The Times, The Guardian, The Independent, The Sun, The Mirror, and The Daily Mail, amongst many others.
Absolutely Heinz
A classic collaboration turns a ridiculously good launch into a ridiculously epic partnership.
Cliente
- The Kraft Heinz Company
Oficina
- Spain
Heinz and Absolut Vodka's pasta sauce launch brings joy to pasta sauce lovers around the world.
We are determined to continue to innovate and delight consumers at the speed of social media trends. The iconic combination of Heinz's high quality tomato sauces and Absolut's premium vodka is set to offer fans the ultimate Pasta alla Vodka experience. And the result is absolutely delicious.
Caio Fontanele
Director of Heinz New Ventures
After 150 years, Heinz launched its first pasta sauce for the British market with the "Ridiculously Late, Ridiculously Good" platform and a year after its success, Heinz sought to refresh and bring new excitement to the category and the brand by creating buzz about what was happening and inspiring audiences find out more.
The inspiration came from “Penne alla Vodka”, a 1980s recipe that model Gigi Hadid turned hugely viral on TikTok. What could generate more buzz than launching this trendy sauce in collaboration with Absolut – the UK's #1 premium vodka? Clearly a win-win strategy was for Heinz to leverage the "cool factor" of Absolut, while Absolut could leverage Heinz’s iconic and witty brand.
The creative idea was destined to be inspired by Absolut 1980s and 90s print campaigns in terms of copy, art direction and craft. That’s how "Absolutely Tomato", "Absolutely Foodie" and "Absolutely Pasta" were born. We searched for a perfect balance between both brands by integrating Heinz with the most iconic silhouette in the history of advertising. We elevated the value of the collaboration by paying homage to the "old school" masters, making it look organic and no CGI was used in the process.
The campaign achieved astonishing results, quickly garnering over 500M earned media impressions and went global as it was covered in more than 900 media titles in more than 30 countries. It also generated massive social conversations, especially on TikTok, where #AbsolutelyHeinz achieved more than 6.6M views.
More than 200 fashion editors and well-known influencers reached out for product samples, and though sales weren’t the main objective, the product reached 50 units per store per week (versus a typical average of seven) and doubled projected sales. We're proud to say that the launch generated a 52% uplift on Heinz's entire pasta sauce range driven by this product alone.
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Premios
2024 Global WARC Awards
Partnerships & Sponsorships
Grand Prix
2024 Regional WARC Awards
Partnerships & Sponsorships
Oro
The Clio Awards
2024
Oro
D&AD Awards
2024
Graphite Pencil
2024 Premios Nacionales de la Creatividad Española (c de c)
Craft - Dirección de arte (x4)
Anuario
2024 Premios Nacionales de la Creatividad Española (c de c)
Estrategia
Anuario
2024 Premios Nacionales de la Creatividad Española (c de c)
Ideas
Anuario
2024 Anuncios
Idea del año 2023
Idea del año 2023
2024 Premis Impacte
Innovación de producto
Bronce
2023 Premios Eficacia
Mejor campaña internacional
Oro
2023 El Sol Iberoamericano
Plata
2023 El Sol Iberoamericano
Campaña integrada
Plata
Press
Spain wins Grand Prix at the Warc Effectiveness Awards
Reason Why
VML and Heinz win GP at WARC AwardsAnuncios
Heinz x Absolut VodkaContagious
Heinz Absolut collab revives classis ad style for new pasta sauceAdAge
Heinz and Absolut Go Back to the 80s for Pasta Alla Vodka Sauce LaunchAdWeek
Heinz and vodka brand team up to give pasta sauces a shotThe Times
TikTok to a Heinz jar: vodka pasta sauce’s journey from fad to supermarket shelvesThe Guardian
Proyectos afines
Beigene Science
Unsilenced words
El primer software basado en IA que detecta los sentimientos de seres queridos hacia pacientes con cáncer y les ayuda a expresar las emociones con palabras.
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