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Kraft Heinz New Ventures: Not Another Pasta Sauce
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Kraft Heinz launches a new wave of its successful, multi-award-winning campaign for its Heinz Pasta sauces, now #1 brand driving volume growth in the category, continuing to challenge and bring excitement into the category. Following on from the launch of the Tomato Ketchup Pasta Sauce, which sparked controversy back in September, Heinz launches new wave of their pasta sauce campaign, in partnership with Wunderman Thompson Spain. When it comes to tomatoes, it has to be Heinz. For over 150 years, Heinz has been producing the world’s best-loved tomato products from the finest Heinz tomatoes. Now, almost two years after the launch Heinz has been named as the #1 brand driving volume growth in the category*, and has been credited with revitalising a dormant category. The multimedia campaign launched in the UK on 7th November with a hero TV spot, live across streaming platforms and supported by digital, social and out-of-home activity, including the famous Piccadilly Lights. The campaign drives home Heinz’s ‘Ridiculously Good’ messaging, previously seen in their pasta sauce campaigns, with the brand’s trademark humour, but evolves to take on a more challenging and competitive dimension.
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