Heinz's New Campaign Celebrates Pasta Love, Breaks Stereotypes

Heinz, in collaboration with VML Spain, has launched a campaign for its new family-sized pasta sauce, focusing on breaking traditional family stereotypes. The campaign, titled "Family Portraits," showcases individuals who defy norms for their love of Heinz pasta sauce, including a nun indulging in pasta, a grandmother prioritizing her meal, and a bride with pasta sauce on her dress over wearing white.

This initiative, live throughout October, captures real-life fan stories, highlighting unconventional acts of affection towards the brand's product. Caio Fontenele from Heinz and Paco Badia from VML Spain emphasized the campaign's aim to humorously celebrate the irrational love fans have for Heinz, enhancing the brand's identity with a touch of fun and relatability.

The campaign will feature across various media, including outdoor displays, YouTube, print, and social media, continuing Heinz's strategy of engaging marketing to boost growth in the pasta sauce category.

Paco Badia, executive creative director in VML Spain, commented, “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.”

Agency / Creative: VML Spain

Chief Creative Officer: David Caballero
Executive Creative Director: Pipo Virgós
Executive Creative Director: Paco Badia

Creative Director: Gloria Hernández

Creative Lead: Albert Xifra
Art Director: Paula Haguiara and Sergi Boixadera
Copywriter: Iñigo Pereda

Strategy Director: Ana Alonso
Production Director: Susanna Bergés
Producer: Thomas Loaiza
Account Lead: Natàlia Serra and Natàlia Gasulla
Photographer: Biel Capllonch