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Creative Creative Works Heinz

Heinz makes its tomatoes ‘Open Sauce’ in latest campaign


By Amy Houston | Senior Reporter

July 24, 2023 | 3 min read

The new campaign brings the food brand's tomatoes direct to UK kitchens for the first time.

Heinz - Sauce - 01

Heinz ad promotes a new tomato range / Wunderman Thompson Spain

According to the condiment brand, when it comes to tomatoes, it has to be Heinz. From ketchup to soup, for over 150 years, the Kraft-owned company has been producing some of the world’s most-loved tomato products.

And ith seven out of the UK’s top 10 dishes being tomato-based, it wants to give people the chance to create their own recipes with the latest range.

Alessandra Sega, head of platform for Heinz New Ventures, said: “We’re delighted to open up access to our famous tomatoes, while offering inspiration for cooks to create new and delicious recipes in their kitchens. Making our tomatoes ‘Open Sauce’ gives everyone, from the novice to the most experienced chef, the chance to create something new and delicious at home.”

The initiative comes from creative agency Wunderman Thompson Spain and hopes to bring Heinz’s tomatoes to kitchens for home chefs of all levels to unleash the creativity of all types of cooks.

Pipo Virgós, executive creative director at Wunderman Thompson Spain, added: “Heinz’s new Culinary Tomatoes range gives home chefs of every level access to the legendary Heinz tomato, and the freedom to do with it as they wish. With the campaign spotlighting the range of products - from chopped tomatoes to Frito and Curry bases – we can’t wait to see what the nation’s cooking developers create.”

The campaign launched on July 20 and will be supported by out-of-home (OOH), in-store activations and across social media.

Heinz sauce
Creative Creative Works Heinz

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