Heinz Kraft

Heinz x Absolut Vodka

Agency: Wunderman Thompson Spain


A year since launching their first ever Pasta Sauce that was ‘Ridiculously Late’ to the market (but ‘Ridiculously Good’), Kraft Heinz New Ventures announces one of the most unexpected partnerships of the year.

Household favourite 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 launch unveiled today.

The much-loved recipe is launching to the masses in a campaign devised by Wunderman Thompson Spain. Inspired by quintessential Absolut adverts from 1980 which feature a simple visual design, the campaign pays homage to iconic ads from the vodka brand with a Heinz twist, with different executions featuring the taglines: ‘Absolutely Heinz. Ridiculously Good’, ‘Absolutely Tomato. Ridiculously Good’, ‘Absolutely Pasta. Ridiculously Good’, and ‘Absolutely Foodie. Ridiculously Good’.

The campaign is live from today with OOH placements across London, including billboards in Leicester Square, Westfield London, Old Street roundabout, and TfL and National Rail sites, as well as wildposting at various locations. A social media campaign will follow later this week with posts on Heinz and Absolut’s channels featuring the hashtag, #AbsolutelyHeinz.

This professional campaign titled 'Heinz x Absolut Vodka' was published in United Kingdom in March, 2023. It was created for the brands: Heinz and Kraft, by ad agency: Wunderman Thompson Spain. This Integrated and OOH Outdoor media campaign is related to the Food industry and contains 4 media assets. It was submitted about 1 year ago.


Brand: Kraft Heinz
Campaign: Heinz x Absolut Vodka

Client: Kraft Heinz New Ventures
New Ventures Managing Director: Caio Fontenele
New Ventures Head of Platform: Alessandra Sega
New Ventures Senior Growth Manager: Riddhi Shah

Heinz Team: Alexandra Bayet, Isabel Oliver

Creative agency: Wunderman Thompson Spain
Chief Client Officer: Jose Maria Piera
General Creative Direction: David Caballero
Executive creative direction: Pipo Virgós, Paco Badia
Creative Director: Gloria Hernández
Art direction: Sergi Boixadera, Carlos Galán
Copywriting: Albert Xifra
Production Director: Susanna Bergés
Graphic Designer: Patricia Jiménez
Account Director: Natàlia Gasulla
Account Executive: Carla Pérez

Stills and digital content: Pixfix

Photographer and video producer: Marcel Juan

Media Agency: Carat

Consumer PR Agency: Wonderland


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