Heinz Unveils Pasta Sauce Campaign Inspired by Real Life Culinary Confessions from Unexpected Fans

Heinz has unveiled a new ad campaign that celebrates pasta-induced rebellion in upweighted marketing push that champions irrational fan love, in brand’s latest play for pasta.

Created in partnership with VML Spain, in support of its new, family size pasta sauce, the new creative from Heinz does away with family stereotypes. Choosing instead to celebrate the rule breakers who are willing to defy convention for the great taste of Heinz Pasta Sauce.

Live throughout October, the ads feature a rebellious nun who is willing to ‘sin’ for a hot bowl of pasta, a mischievous Nonna who breaks the status quo by feeding herself first, and a bride who’d rather wear Heinz Pasta Sauce than wear white.

Why? Because the great taste of Heinz inspires irrational, often unconventional, acts of love.

And they’re all true stories from real life fans.

Caio Fontenele, head of growth and innovation for European and Pacific markets explains, “Time and time again, our fans continue to show up as our creative muse, providing rich creative territory from which we can have a lot of fun. And a handwritten love letter from a Convent is as good as it gets! It’s these acts of irrational love that inspired our latest ad campaign which pokes fun at convention and puts people’s passion for our product on full display – in a way that only Heinz can do.”

Paco Badia, executive creative director in VML Spain, commented, “The new family size range deserved doubling down on humour and evolving the brand’s visual code to make room for showing unexpected families enjoying the product irresistibility. Keeping the Ridiculously Good platform ownable tone of voice”.

Alessandra Sega, head of culinary tomatoes at Kraft Heinz added, “Like our fictional Nonna, there’s a certain freedom that comes with age, and at 150 years old, we’re able to have fun with the brand, creating content for our ridiculously good pasta sauce, without being serious.”

The campaign comprises of four key visuals and two videos which will be syndicated across OOH locations throughout the UK, YouTube, print and via social media.

‘Family Portraits’ is the latest in a series of marketing campaigns aimed at disrupting the category and driving incremental growth. This includes the recent return of Heinz X Absolut Vodka Pasta Sauce, which was awarded a Grand Prix at this year’s WARC awards in association with the Cannes Lions International Festival of Creativity.

Most recently, Heinz Pasta Sauce was named as a finalist for ‘Sustained Success’ at the Effie UK Awards, shortly after being awarded “Best Product Launch”. And with Heinz now the #1 brand driving volume growth in the category, it’s clear that the brand’s focus on creative effectiveness is starting to pay off.