Creative agency Wunderman Thompson Spain has devised a campaign for the launch of the Heinz and Absolut vodka pasta.
Featuring a simple visual design, the campaign pays homage to ‘iconic’ and ‘quintessential’ 1980s 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’.
Live from today, out-of-home (OOH) placements will feature across London in Leicester Square, Westfield London, Old Street roundabout, and TfL and National Rail sites, as well as wildposting at various locations.
“This a very exciting launch for us, as we’ve had the opportunity to pay homage to one of the most recognisable campaigns of all time – the Absolut adverts from the early 1980s,” Wunderman Thompson Spain executive creative director, Paco Badia, said.
“In fact, the bestselling Absolut Book, which delves into the thinking and strategy behind the campaign, has provided creative inspiration throughout my professional career, long before we started working on this project. It’s a privilege to be able to honour such an iconic campaign, and I would like to think that Richard W. Lewis, author of the book and creator of that campaign, would approve the latest iteration to celebrate this exciting collaboration between two of the world’s leading food brands.”
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Heinz new ventures director Caio Fontenele added: “While it may have taken over 150 years of tomato expertise to launch our first Heinz pasta sauce, we’re determined to continue innovating and delighting consumers at the speed of social media trends. We are thrilled with the partnership between these two centenary brands, bringing the first tomato vodka pasta sauce to major UK supermarkets.”
Pernod Ricard UK marketing director, Leanne Banks, concluded: “It’s only natural that we’d partner with Heinz on this ultimate collaboration between two iconic brands, with two iconic bottles. As the UK’s no.1 premium vodka, Absolut was Born to Mix, whether that’s in delicious drinks or fun food combinations and Heinz x Absolut Tomato Vodka Pasta Sauce is a match made in heaven. Now fans of our brand can enjoy Absolut in an entirely new and innovative way, Pasta alla Vodka style!”
