Heinz is asking chefs to “choose their level” with a Wunderman Thompson campaign which brings tomatoes direct to the kitchen as it grows the brand’s new creative platform.
The ‘open sauce for cooking developers’ campaign invites cooks across the UK to use the new Culinary Tomatoes range to elevate their meals, prompting consumers to see what sort of cook they are – from beginner to ‘God level’ – as they create their own recipes with Heinz products.
Showcased across out-of-home (OOH) display in key locations, including Westfield London, in-store activations and across social media, the campaign will run throughout 2023.
Designed with a deliberately minimalistic look and feel, the ‘Open Sauce’ campaign is designed to elevate the humble tomato, with new premium packaging marking Kraft Heinz’s desire to bring insight-driven innovation to consumers.
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“Heinz’s new Culinary Tomatoes range gives home chefs of every level access to the legendary Heinz tomato, and the freedom to do with it as they wish,” said Wunderman Thompson Spain executive creative director, Pipo Virgós.
“With the campaign spotlighting the range of products – from chopped tomatoes to Frito and Curry bases – we can’t wait to see what the nation’s cooking developers create,” Virgós added.
Heinz New Ventures head of platform, Alessandra Sega, commented, “We’re delighted to open up access to our famous tomatoes, while offering inspiration for cooks to create new and delicious recipes in their kitchens.
“Making our tomatoes ‘Open Sauce’ gives everyone, from the novice to the most experienced chef, the chance to create something new and delicious at home.”
The new activations follows in the wake of recent new ventures for the sauce brand. In 2023 so far, the brand has launched a Heinz and Absolut vodka pasta collaboration, established a consumer loyalty programme and experimented with other product types, including a Hot Cross Bun mayonnaise.
