Creative London Media Planning and Buying

Ad of the Day: Heinz wishes the Shard a happy 10th birthday in pasta sauce push


By John McCarthy, Opinion Editor

January 13, 2023 | 3 min read

The tomato titan continues its ‘Ridiculously late, ridiculously good’ campaign by marking 10 years of the London landmark.


Ad of the Day: Heinz marks Shard anniversary

Heinz, whose parent company Kraft Heinz occupies an office in London’s iconic Shard building, has wished its landlord a happy birthday with a local, reactive out-of-home ad.

Showing a tower made from jars of its new pasta sauce, it continues its ‘Ridiculously late, ridiculously good’ campaign, laughing at itself for taking a century and a half to launch said sauce despite making the most famous tomato condiment in the world.

The ad reads: “The Shard was perfected in 3 years. This sauce in 150. New Heinz Pasta Sauce. Ridiculously Late. Ridiculously Good.“

Heinz Shard

Katherine Scurr, client partner at Carat UK, told The Drum: “Cheekiness sits at the heart of the Heinz brand and when an opportunity is too good to miss, our reactive media process is deployed to get creative to market as quickly as possible.

“The ’Ridiculously Good, Ridiculously Late’ campaign lives the brand‘s cheeky tone of voice, poking fun at itself for taking 150 years to create a pasta sauce given its category-leading tomato offering. We focused on driving fame and impact at launch and utilized a blend of large format OOH formats to help us achieve this, but took the strategy one step further with hyper-local, contextually relevant placement next to Heinz’s home in The Shard.“

She concluded: “It appeals to London’s sense of humor with a self-deprecating headline and simple but effective product visual to build even more awareness of the product and love for the brand. Keep your eyes peeled for more activations like this in 2023 – we have inspiration by the jarful.“


Creative agency: Wunderman Thompson

Carat UK

Account manager: Folajimi Akintola

Account executive: Thomas Wright

Account director: Abbie Clark


Account manager: April O’Driscoll

Account assistant: Evie Clilverd

Planning and buying executive: Lisa Bates

Creative London Media Planning and Buying

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