In February this year, Heinz launched a pasta sauce, 150 years late. It has been growing tomatoes for around 150 years. The campaign, Ridiculously late, ridiculously good, by Wunderman Thompson, stood out in a crowded room of pasta commercials shouting about price, quality and/or taste, and has made the range of seven different tomato sauces one of the most successful launches in the category over the last five years in the UK.

When being late is your thing, you don’t even congratulate a Queen on her Jubilee. You do that ridiculously late. So Wunderman Thompson Spain and Heinz ran a new full-page color press ad over the June 18-19 weekend to congratulate HM Queen Victoria for her Golden Jubilee, which took place in June 1887 – 135 years ago. For added impact, the ridiculously late ad was published two weeks after Queen Elizabeth II’s Platinum Jubilee. 

Credits:

Client: Heinz Tomato Pasta Sauce
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 & Paco Badia 
Creative Director: Gloria Hernández 
Art Director: Carlos Galán 
Copywriter: Pipo Virgós 
Account Directors: Natàlia Gasulla  
Account Executive: Ariadna Vila