Post by account_disabled on Feb 18, 2024 6:55:54 GMT -5
Adding ketchup to pasta is a topic that sparks intense debates on social media. This issue is particularly relevant for Heinz, known for its world-famous ketchup, and also for having launched a line of pasta sauces in the British market. Taking advantage of this controversy, Wunderman Thompson Spain has decided to fuel it even more by creating a Heinz ketchup sauce specially designed to accompany pasta. They have done so with a touch of irony, challenging consumers to decide whether or not this product is “ridiculously wrong.” READ ALSO Relaunch of Casino cookies: much more than a rebranding Sponsorship market: Alianza Lima volleyball and women's soccer teams change main sponsor and sign with Apuesta Total Meta is accused of placing ads in illicit sexual content LOAD MORE To develop this sauce.
The Heinz ketchup and pasta sauce teams worked together to strike a balance between the classic taste of a pasta sauce and the distinctive flavor of the original ketchup. The recipe combines 10% Heinz ketchup with natural ingredients such as onion, carrot and, of course, tomato. Pipo Virgós, Executive Creative Director at Wunderman Thompson Spain, points out that when they set out to Phone Number List take advantage of Heinz's reputation to promote their pasta sauces, they thought that “the right solution was not a traditional campaign, but the creation of an unusual new product. Surprisingly, Heinz managed to get it into supermarkets in less than six months." Caio Fontenele, Director of Heinz New Ventures, comments: “Never say never! Whether the ketchup was originally intended for pasta or not, we couldn't ignore the love our fans shared on social media for this combination.
The launch campaign for the new sauce began with a teaser action inspired by the famous “Pass the Heinz” campaign that appeared in the series “Mad Men” and that was turned into reality five years ago by David Miami, an agency that, at Like Wunderman Thompson, he is part of the WPP group. The campaign that presents the product includes original content for social networks and outdoor advertising. The outdoor ads will be placed on advertising circuits in cities such as London, Manchester, Birmingham and Liverpool. The launch will be complemented by a social media strategy aimed at encouraging conversation about the product, including sending to British influencers with Italian connections and others with more gastronomy-oriented profiles.
The Heinz ketchup and pasta sauce teams worked together to strike a balance between the classic taste of a pasta sauce and the distinctive flavor of the original ketchup. The recipe combines 10% Heinz ketchup with natural ingredients such as onion, carrot and, of course, tomato. Pipo Virgós, Executive Creative Director at Wunderman Thompson Spain, points out that when they set out to Phone Number List take advantage of Heinz's reputation to promote their pasta sauces, they thought that “the right solution was not a traditional campaign, but the creation of an unusual new product. Surprisingly, Heinz managed to get it into supermarkets in less than six months." Caio Fontenele, Director of Heinz New Ventures, comments: “Never say never! Whether the ketchup was originally intended for pasta or not, we couldn't ignore the love our fans shared on social media for this combination.
The launch campaign for the new sauce began with a teaser action inspired by the famous “Pass the Heinz” campaign that appeared in the series “Mad Men” and that was turned into reality five years ago by David Miami, an agency that, at Like Wunderman Thompson, he is part of the WPP group. The campaign that presents the product includes original content for social networks and outdoor advertising. The outdoor ads will be placed on advertising circuits in cities such as London, Manchester, Birmingham and Liverpool. The launch will be complemented by a social media strategy aimed at encouraging conversation about the product, including sending to British influencers with Italian connections and others with more gastronomy-oriented profiles.