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Heinz Pasta Sauce Arrives Ridiculously Late to Queen’s Jubilee Celebration

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Wunderman Thompson Spain's latest campaign runs two weeks after the celebrations of Queen Elizabeth II’s Platinum Jubilee

Heinz Pasta Sauce Arrives Ridiculously Late to Queen’s Jubilee Celebration

Building on the successful launch of its “Ridiculously late, ridiculously good” campaign, Heinz ran a new full-page colour press ad in over the weekend to congratulate HM Queen Victoria for her Golden Jubilee, which took place in June 1887 – 135 years ago.

Just like Heinz Tomato Pasta Sauces, this latest execution, by Wunderman Thompson Spain, came “ridiculously late” by running two weeks after the celebrations for Queen Elizabeth II’s Platinum Jubilee.


Kraft Heinz launched its new Tomato Pasta Sauces two months ago with a witty print campaign, also by Wunderman Thompson Spain, recognising how ridiculous it is that Heinz – which has been selling sauces and growing tomatoes for around 150 years –  has not produced a pasta sauce until now.


Since the original executions went live, the range of seven different tomato sauces has become one of the most successful launches in the category over the last five years in the UK. The press and poster ads apologized for being 150 years late to the party.

Heinz Tomato Pasta Sauces have already delivered an astonishing 80% incremental growth to the category in some of the first retailers to sell the range. The campaign recently won a Gold Club de Creativos award at the Premios Nacionales de Creatividad festival in Spain.

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Credits

Client: Heinz Tomato Pasta Sauce

Piece: Color Full Page

Kraft Heinz Head of Tomato Platform - New Ventures: Alexandra Bayet

Kraft Heinz Innovation and New Ventures Director: Caio Fontenele

Creative Agency:  Wunderman Thompson Spain

Chief Client Officer: Jose Maria Piera

Chief Creative Officer: David Caballero

Executive Creative Directors:  Pipo Virgós and Paco Badia

Creative Director:  Gloria Hernández

Art Director: Carlos Galán

Copywriter:  Pipo Virgós

Account Directors:  Natàlia Gasulla

Account Executive:  Ariadna Vila

Wunderman Thompson Spain, Mon, 20 Jun 2022 15:00:46 GMT