Heinz UK

Nicole de Gier, New Ventures Growth Manager
Caio Fontenele, Head of New Ventures
Riddhi Shah, New Ventures Growth Director

VML SPAIN *Lead Agency

José María Piera, Chief Client Officer
David Caballero, Chief Creative Officer
Pipo Virgós, Executive Creative Director
Paco Badía, Executive Creative Director
Gloria Hernández, Creative Director
Natàlia Gasulla, Account Director
Ana Alonso, Strategy Director
Sergi Boixadera, Art Director
Carlos Galán, Art Director
Albert Xifra, Copywriter
Susanna Bergés, Production Director
Marcelo Monzillo, Art Director
Joan Bogunyà, Art Director
Lucía Collera, Copywriter
Guadalupe Cabanillas, Copywriter
Oriol Anglada, Copywriter
Axel Waré, PostProduction

The platform is proof that when consistently built, creativity can drive successful innovations, even in commoditised categories. What started as a behaviour breakthrough launch, resulted in a series of high-impact tactics, which drove sustained commercial triumph, getting to 10% market share in three years.   The secret ingredient was consistency. What began as “Ridiculously Late, Ridiculously Good”, a bold campaign which brought excitement to the category, successfully got people to try our pasta sauces. The “Ridiculous” was on-brand: witty, human, honest and playful. We created different articulations of the same idea in unexpected ways, disrupting the category.