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Good things sometimes come late. Disrupting the pasta sauce category

The starting point was very challenging: a stagnated category after COVID, consumers eating less at home, innovation was low, retailers were skeptical. Our ambition: to enter and disrupt the category.
Heinz was ridiculously late to the category By daring to admit it, we leveraged Heinz’s equity, inviting the nation to try our sauces.
We spread our news everywhere and hacked cultural moments to celebrate events that people had been waiting for: good things take time.
We captured the attention of customers and consumers for the most successful Heinz innovation and category entry in the past 5 years.


Brand: Heinz Pasta Sauces
Client: Heinz UK
Agency: Wunderman Thompson Spain
Language: English

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