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Heinz Pasta Sauces
Good things sometimes come late. Disrupting the pasta sauce category

RAN IN: United Kingdom

CLIENT
Heinz UK

AGENCY
Wunderman Thompson Spain *Lead Agency

Paco Badia, Executive Creative Director
Pipo Virgos, Executive Creative Director
Gloria Hernandez, Creative Director
Jose Maria Piera, Chief Client Officer
Albert Xifra, Copywriter
Sergi Boixadera, Art Director
Natalia Gasulla, Account Director
Ana Alonso, Strategy Director
David Caballero, Chief Creative Officer
Carlos Galan, Art Director
Estel Ladra, Copywriter
Susanna Berges, Production Director
Carla Perez, Account Executive
Bet Cunillera, Account Executive


Carat united kingdom


SUMMARY

The starting point was very challenging: a stagnated category after COVID, consumers eating less at home, innovation was low, retailers were skeptical. Our ambition: to enter and disrupt the category.
Heinz was ridiculously late to the category By daring to admit it, we leveraged Heinz’s equity, inviting the nation to try our sauces.
We spread our news everywhere and hacked cultural moments to celebrate events that people had been waiting for: good things take time.
We captured the attention of customers and consumers for the most successful Heinz innovation and category entry in the past 5 years.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Short Video (:15-3 min.),Digital Mktg. – Social: Organic,Digital Mktg. – Social: Paid,Digital Mktg. – Video Ads,OOH – Billboards,OOH – Other Outdoor,OOH - Transportation,Print - Newspaper,Public Relations,Sampling/Trial,Influencer / Key Opinion Leader,Street Mktg.

Language: English