With all six shortlisted ads getting love from voters, this month’s winning ad is Heinz’s ‘ridiculously good’ bolognese sauce campaign
Evoking the style of the classic Volkswagen campaigns of the 1960s, Heinz introduces its new sauce in an unconventional way – with an apology to its innovative founder. Aware that it is well behind the curve considering its renowned tomato credentials, it acknowledges the absurdness of the situation while assuring readers the new sauces have the same high quality they have come to expect.
Commenting on the campaign, Caio Fontenele, director of new ventures for KraftHeinz, said: “Despite our extensive agriculture heritage and tomato expertise, this is the first Heinz Pasta sauces we launch in the UK. This was the story we wanted to tell: so obvious, but we have missed it.
“Working closely with Wunderman Thompson on creative and Carat on media strategy and buying, we wanted to develop a simple, iconic campaign, focused on the greatness of the product, all without taking ourselves too seriously.
“We believe we achieved it, we’re just so sorry it’s late!”
Take a look at all six shortlisted ads here.