Heinz has launched a fresh hero ad spot to drive home its ‘Ridiculously Good’ messaging, a classic line seen in previous instalments of its pasta sauce campaigns.
The spot puts a spin on the typical Italian nonna, a cliché in pasta adverts; played by ‘L’amico di famiglia’ actress Paola Sebastiani – in her Heinz iteration she lives in an English apartment and plays Mortal Combat whilst giving instructions to her grandson who is cooking with obviously Heinz pasta sauce.
Meanwhile, across OOH and social media, Heinz showcases the ingredients and the main characteristics of its sauces with a dose of humour.
Using imagery which plays with visual concepts produced without CGI to convey the natural nature of the product, it also pokes at the competitiveness of the pasta sauce category with the headline “Not another pasta sauce” showing a line up of black and white generic pasta sauces, with Heinz’s version standing out in colour.
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“We are proud to see the continued growth in momentum for our Heinz Pasta Sauces and how it has been broadly recognised as a source of excitement and new news to the category. We are confident this campaign will help us continue to grow and prepare consumers for the next big news we are already planning,” said New Ventures head of platform Alessandra Sega.
Wunderman Thompson executive director Pipo Virgós added: “With the first two pasta sauce campaigns building a solid foundation, its time for Heinz to take its place in the category.”
“This bold new campaign leans into the brand’s Italian heritage with a humorous twist, with supporting activity helping Heinz’s Pasta Sauces to stand out on the shelf”.
