To create a special assortment of pasta sauces, and offer customers the ultimate pasta alla vodka experience, Heinz has partnered with Absolut Vodka. The partnership become necessary after a spike in social media users attempting the vodka spaghetti dish that supermodel Gigi Hadid made popular in 2020. From mid-April, customers in the UK will be able to purchase the limited-edition jars from Waitrose.

Best tomatoes and best vodka for the best pasta alla vodka 

According to Absolut’s brand creative director Tad Greenough, the customer is the most important component of the partnership. It matters what’s in it for the customers and why they would care. Since Gigi Hadid shared the recipe online causing a social media craze, Absolut is aware of the huge demand for pasta alla vodka. That has led to the decision to combine the best of both worlds—the best tomatoes and the best vodka. And that’s how the idea of a Heinz x Absolut Tomato Vodka Pasta Sauce was born.

Wunderman Thompson Spain will use OOH, paid-social, influencer marketing, in-store activations, and out-of-home (OOH) advertising to support this campaign.

Heinz’s determination to offer exquisite flavors at the pulse of social media trends

It may have taken more than 150 years of tomato expertise to introduce its first Heinz pasta sauce. That’s according to Caio Fontenele, new initiatives director at Heinz. He asserts that the condiment manufacturer is committed to continually creating products and delighting customers with superior flavors at the rate of social media fads. “We are thrilled that these two century-old companies are working together to launch the first tomato vodka pasta sauce in well-known retailers in the UK. Fans can access the ultimate pasta alla vodka experience. That’s thanks to the legendary pairing of Heinz’s premium tomato sauces and Absolut’s premium vodka. The result is exquisite beyond belief, “ said Fontenele.