Author

By John Glenday | Reporter

February 7, 2023 | 3 min read

Heinz Tomato Ketchup is angling for a slice of the pizza market with a sauce-infused crust that is certain to leave gastronomes reaching for their napkins.

The unorthodox concoction follows a worldwide poll of 2,500 people conducted by the condiment brand, which found that 61% were not averse to squirting the red stuff onto pizza for an extra tomato hit.

Intended to kickstart a boisterous internet debate between proponents and opponents the ‘Heinzzola’ promises to be the most controversial topping to hit the pizza world since anchovies and pineapple chunks.

Pizza purists will declare the sweet and soggy crusts to be “sacrilegious” and a “sin”, illustrating the depth of feeling on the issue.

To settle the debate once and for all Heinz will open the ‘Famiglia Heinzzola’ pop-up restaurant in Naples for 24 hours to coincide with World Pizza Day on Thursday to see if the inventors of the dish can be won over.

Cristina Kenz, chief growth and sustainability officer for the international zone at Kraft Heinz commented: “... what started as a consumer insight about how some people like to eat their pizza has quickly turned into an international campaign...

“While we’re thrilled most people loved the taste, our aim with this campaign wasn’t to necessarily settle the ‘ketchup on pizza’ debate… which is a fun debate that should continue, as there’s nothing more passionate for people than their love for food, using a light-hearted, relatable and culturally relevant moment to spark conversation and place Heinz at the center of these shared moments.”

Developed by Brazil-based agency Africa, the flavor-enhanced pizza will be making the rounds in Brazil Chile, the UK, Italy, France, Spain, Netherlands, Germany, Australia and New Zealand.

The saucy campaign follows an apology from Heinz last year for launching pasta sauces in Britain 150 years too late.

Marketing Brand Strategy Kraft Heinz

More from Marketing

View all