Heinz and Absolut have launched Pasta Alla Vodka, a pasta sauce inspired by the legendary penne alla vodka dish, which has been the subject of controversy over its origin.
Food historians attribute the creation of the sauce to Chef Luigi Franzese of New York’s Orsini restaurant in the 1970s, while others believe it was conceived in the 1980s by Columbia University graduate James Doty. Meanwhile, Italian chefs have also made their own claims. However, what is undisputed is that Pasta Alla Vodka is a hit with the crowd and has gone viral on TikTok thanks to a video by Gigi Hadid adding her own personal touch.
Heinz and Absolut have collaborated
That’s why Heinz and Absolut have teamed up to release their own version of the classic sauce. The limited edition jars are available at Waitrose stores in the UK. The advertising campaign pays homage to Absolut’s 1980s ads with a simple visual design and slogans including «Absolutely Heinz. Ridiculously good» and «Absolutely tomato. Ridiculously good.»
The unexpected partnership arises as Kraft Heinz has been working hard to foster creativity and innovation internally. The new New Ventures division and in-house creative workshop, The Kitchen, have launched a series of innovative products, from the launch of the Amoy’s SOSU pan-Asian meal kits to the special «Marz Edition» ketchup.
The Pasta Alla Vodka advertising campaign will be published on billboards in London and on social media with the hashtag #AbsolutelyHeinz.
Strategy and innovation whit Pasta Alla Vodka
The partnership between Heinz and Absolut for the launch of the Pasta Alla Vodka sauce is another example of the innovation and creativity strategy driving Kraft Heinz through its New Ventures division. This unique and creative collaboration between two iconic brands demonstrates Kraft Heinz’s ability to think outside the box and deliver exciting products and new flavors.
The Pasta Alla Vodka sauce advertising campaign in the UK adds to Kraft Heinz’s list of creative initiatives and demonstrates its commitment to innovation and creativity. The brand hopes that the partnership with Absolut and the advertising campaign will contribute to increasing the visibility and demand for the sauce, and that the consumer response will be as positive as it has been with its other innovative products.
The collaboration between Heinz and Absolut for the launch of the Pasta Alla Vodka sauce is an example of the innovation and creativity driving Kraft Heinz, and demonstrates its ability to deliver exciting products and new flavors.
The sauce advertising campaign in the UK is another example of Kraft Heinz’s innovation and creativity strategy, and hopes that the consumer response will be as positive as it has been with its other innovative products.