Heinz: Absolutely Heinz – Bringing two iconic household brands together to go absolutely viral

Ana Alonso, Caio Fontenele, Nicole de Gier

Heinz, a brand of food and condiment products, partnered with Absolut, a vodka brand, to create a limited-edition vodka pasta sauce released in the UK, aiming to increase product awareness for Heinz and new occasions consumption for Absolut.

Campaign details

Brand: Heinz Brand owner: Kraft Heinz Company Entrant company: VML, SpainIdea creation: VML Barcelona Market: United Kingdom Sector: Sauces, seasonings, condiments Media channels: Public relations, Websites & microsites, Word of mouth, influencers, KOLs, Magazines - consumer, Outdoor, out-of-home, Merchandise & free gifts Budget: Up to 500k

Executive summary

Heinz needed to accelerate its trial and awareness of its recently launched Pasta Sauces, especially amongst younger consumers. At the same time, Absolut wanted to drive brand salience and new occasions consumption. 

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