Heinz x Absolut Tomato Vodka Pasta Sauce
Award: Graphite Pencil
Graphite Pencil / Commerce / Brand Partnership / 2024
While Heinz Pasta Sauces needed to boost awareness, Gigi Hadid viralized Penne alla Vodka. The opportunity: joining the trend by launching our own pasta sauce in collaboration with Absolut Vodka. That’s how ‘Absolutely Heinz, Ridiculously Good’ was born, a product launch that disrupted not only the category but also the purchase experience by placing the product in new channels like bars and beverage aisle and by bringing sales from shoppable influencer content. Thanks to a timely cultural insight and the surprising and exclusive mix of Heinz and Absolut, the campaign went viral.
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