Think Heinz plus family. You created a stereotypical suburban family in your head, didn’t you? VML Spain knew that wouldn’t make a riveting campaign for its new family size pasta sauce. Besides, Heinz is all about inspiring irrational, unconventional love.
So the campaign, four key visuals and two videos, celebrates the rebellious, the rule-breakers in families – a rebellious nun who is willing to ‘sin’ for a hot bowl of pasta, a mischievous nonna who breaks the status quo by feeding herself first, and a bride who’d rather wear Heinz Pasta Sauce than wear white.
The ads are all true stories from real-life fans.
Caio Fontenele, head of growth and innovation for European and Pacific markets, commented, “Time and time again, our fans continue to show up as our creative muse, providing rich creative territory from which we can have a lot of fun. And a handwritten love letter from a Convent is as good as it gets! It’s these acts of irrational love that inspired our latest ad campaign which pokes fun at convention and puts people’s passion for our product on full display – in a way that only Heinz can do.”
Paco Badia, executive creative director in VML Spain, added, “The new family size range deserved doubling down on humour and evolving the brand’s visual code to make room for showing unexpected families enjoying the product irresistibility. Keeping the Ridiculously Good platform ownable tone of voice.”
Alessandra Sega, head of culinary tomatoes at Kraft Heinz added, “Like our fictional nonna, there’s a certain freedom that comes with age, and at 150 years old, we’re able to have fun with the brand, creating content for our ridiculously good pasta sauce, without being serious.”
The campaign is running across OOH locations throughout the UK, YouTube, print and via social media.
Credits:
Client: Heinz
Growth Senior Director: Caio Fontenele
Senior Growth Manager- New Ventures: Madeleine Wright
Creative Agency: VML Spain
Chief Creative Officer: David Caballero
Executive Creative Directors: Pipo Virgós & Paco Badia
Creative Director: Gloria Hernández
Creative Lead: Albert Xifra
Art Directors: Paula Haguiara & Sergi Boixadera
Copywriter: Iñigo Pereda
Strategy Director: Ana Alonso
Production Director: Susanna Bergés
Producer: Thomas Loaiza
Account Leads: Natàlia Serra & Natàlia Gasulla
Photographer: Biel Capllonch
Media: Carat
Production Company: Estudio Mol
Director: Galileo Giglio
Director of Photography: Felipe Hermini
Producers: Simone De Angelis, Jin Tsui & Gerd Satorras
Coordinator: Axel Ware
