Ridiculously late

Building on the successful launch of its “Ridiculously late, ridiculously good” campaign, Heinz ran a new full-page color press ad in over the weekend to congratulate HM Queen Victoria for her Golden Jubilee, which took place in June 1887 – 135 years ago.

Just like Heinz Tomato Pasta Sauces, this latest execution, by Wunderman Thompson Spain, came “ridiculously late” by running two weeks after the celebrations for Queen Elizabeth II’s Platinum Jubilee.

Kraft Heinz launched its new Tomato Pasta Sauces two months ago with a witty print campaign, also by Wunderman Thompson Spain, recognising how ridiculous it is that Heinz – which has been selling sauces and growing tomatoes for around 150 years – has not produced a pasta sauce until now.

Since the original executions went live, the range of seven different tomato sauces has become one of the most successful launches in the category over the last five years in the UK*. The press and poster ads apologized for being 150 years late to the party.

Heinz Tomato Pasta Sauces have already delivered an astonishing 80% incremental growth** to the category in some of the first retailers to sell the range. The campaign recently won a Gold Club de Creativos award at the Premios Nacionales de Creatividad festival in Spain.