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Heinz teams with Absolut to bring viral vodka pasta recipe to the masses

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By Amy Houston, Senior Reporter

March 22, 2023 | 3 min read

Gigi Hadid’s take on penne alla vodka took off on TikTok in 2020, leading to a surge in social users looking to try the dish.

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Heinz partners with Absolut Vodka / heinz

Heinz has teamed up with Absolut Vodka for a limited-edition range of pasta sauces. It comes after a surge in social media users trying out the vodka pasta recipe made famous by Gigi Hadid in 2020. The limited-edition jars are to be available to UK shoppers in Waitrose from mid-April.

Tad Greenough, brand creative director at The Absolut Company, said: “With any partnership, we start with the consumer first – what's in it for them, and why would they care?

“We knew there was incredible demand for penne alla vodka – partly fuelled by the social media hype when a celebrity shared the recipe online. We then thought we could bring the best of two worlds together – the best tomatoes and the best vodka. Now that would be something. Pronto, Heinz x Absolut Tomato Vodka Pasta Sauce.”

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The campaign from Wunderman Thompson Spain will be supported by in-store activations, out-of-home (OOH), paid-social and influencer activity.

Caio Fontenele, new ventures director at Heinz, added: “While it may have taken over 150 years of tomato expertise to launch our first Heinz pasta sauce, we’re determined to continue innovating and delighting consumers with delicious flavors, at the speed of social media trends.

“We are thrilled with the partnership between these two centenary brands, bringing the first tomato vodka pasta sauce to major UK supermarkets. The iconic combination of Heinz’s high-quality tomato sauces and Absolut’s premium vodka is set to offer fans the ultimate pasta alla vodka experience. And the result is absolutely delicious.”

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