Is it ridiculously wrong or ridiculously good to put ketchup on pasta? Wunderman Thompson Spain and Heinz are fuelling the debate.

Wunderman Thompson Spain and Heinz have launched a new ketchup-based pasta sauce with a provocative UK campaign, sparking controversy among pasta lovers.

Ketchup on pasta is a culinary debate that polarises social media like no other. It only felt right that Heinz, creators of the world’s most famous ketchup, and of a new range of ‘ridiculously good’ pasta sauces, weighed in. It’s new Heinz Tomato Ketchup Pasta Sauce is made with real Heinz Ketchup.

Research carried out in September showed that a quarter of Brits (24%) think it’s right to put ketchup on pasta. However, over half (59%) say they think it’s unacceptable. However, Heinz’ latest campaign leaves it up to the consumer to decide whether the combo is ridiculously right or just ridiculously wrong.

The limited-edition sauce is an exclusive recipe made with sun-ripened Italian tomatoes and combines rich tomato sauce with the taste of Heinz Tomato Ketchup.

The campaign, Ridiculously wrong?, by Wunderman Thompson Spain, launched on September 27, and will run until October 15, across social media and key out-of-home sites in London, Liverpool, Birmingham and Manchester.

The campaign builds on Heinz’ Ridiculously Good platform, emphasising that, this time, an initiative like this could only be Ridiculously Heinz.

Caio Fontenele, Heinz new ventures director, commented, “Never say never! Rightly or wrongly, adding Heinz Tomato Ketchup to pasta is more common than you think, and with this as our insight, we launched our Ketchup pasta sauce so that pasta fans can enjoy the great taste of Heinz, judgement free. This limited-edition launch is the latest in a series of innovations responding to people’s irrational and long-lasting love for Heinz. However, for people who think having ketchup on pasta is totally unacceptable, we still have seven other delicious Heinz Tomato Pasta Sauce recipes ready for them.”

Pipo Virgós, executive creative director at Wunderman Thompson Spain, adds: “Ketchup on pasta might sound unusual, but it’s a match made in heaven. What better way to promote this new Ridiculously Heinz product than a campaign that fuels debate with a touch of irony? We’re big fans of the product ourselves and can’t wait to see what people think.”