Heinz x Absolut

#001

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Client/
The Kraft Heinz Company

Agency/
VML

Year/
2023

After 150 years, Heinz launched its first pasta sauce for the UK market under the platform “Ridiculously late, Ridiculously good,” and, a year after its success, sought to refresh and bring new excitement to the category and the brand by building anticipation around what was happening and inspiring audiences to find out more.

The inspiration came from “Penne alla Vodka,” an 80s recipe that model Gigi Hadid made hugely viral on TikTok. What could generate more hype than launching this trendy sauce in collaboration with Absolut, the UK’s number one premium vodka? It was clear that Heinz would benefit from leveraging Absolut’s “cool factor,” while Absolut could tap into Heinz’s iconic and witty brand identity.

Awards:

2024 — Global WARC Awards — Grand Prix
2024 — Regional WARC Awards — Gold
2024 — The Clio Awards — Gold
2024 — D&AD Awards — Graphite Pencil
2024 — CdeC — Annual (Craft: Art Direction x4)
2024 — CdeC — Annual (Strategy)
2024 — CdeC — Annual (Ideas)
2024 — Anuncios — Idea of the Year 2023
2024 — Premis Impacte — Bronze (Product Innovation)
2023 — Premios Eficacia — Gold (Best International Campaign)
2023 — El Sol Iberoamericano — Silver (Print)
2023 — El Sol Iberoamericano — Silver (Integrated Campaign)

The creative idea was intended to draw inspiration from Absolut’s print campaigns from the 80s and 90s in terms of copy, art direction, and craftsmanship. This led to the creation of “Absolutely tomato,” “Absolutely foodie,” and “Absolutely pasta.” We sought a perfect balance between both brands by integrating Heinz with the most iconic silhouette in advertising history. We elevated the value of the collaboration by paying tribute to the masters of the “old school,” giving it an organic look and avoiding the use of CGI in the process.

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Heinz x Absolut . Client/The Kraft Heinz Company . Agency/VML . Year/2023