Heinz has teamed up with Paramount to introduce a limited edition Heinz x The Godfather Pasta Sauce in celebration of the 1970s cinematic masterpiece.
Developed by creative agency VML’s Spain office, the limited-edition product launches this week on the UK market just in time for awards season and the iconic film’s 50th anniversary.
The new product’s launch will be supported by a suite of out-of-home and social media assets that pay homage to the film’s unforgettable graphic identity.
“Discovering that one of the most beloved films of all time is, potentially, a pasta sauce ad, blew our minds,” VML Spain executive creative director, Pipo Virgós said.
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“The greatest movie required the finest tomatoes, so it had to be Heinz. Timing it with the 50th anniversary of the saga and next week’s Oscars has helped make the offer even harder to refuse.”
Heinz x The Godfather Pasta Sauce will available in the UK for five weeks on the heinztohome website, as well as in Waitrose and via Ocado from 1 March.
Heinz new ventures director, Caio Fontenele added: “The Godfather by Paramount Pictures remains one of the greatest films in cinema history. And after we watched Clemenza teaching Michael how to make his perfect pasta sauce, alongside seeing a rising trend on social media of people replicating recipes from their favourite films and TV series at home, we knew it had to be Heinz that finally brought this iconic recipe to the nation.
“This unexpected yet iconic collaboration is set to unleash excitement and disruption in the pasta sauces category, whether you’re a long-time fan of The Godfather or just looking for a new great tasting pasta dish”.
