Creative Creative Works Heinz

Heinz ads appeal to both sides of the ketchup on pasta debate


By Amy Houston, Senior Reporter

September 28, 2023 | 3 min read

The campaign by Wunderman Thompson Spain is fittingly titled ‘Ridiculously Wrong or Ridiculously Good?’ to promote its new ketchup-based pasta sauce.

Heinz Sauce - 01

Heinz / Heinz

Italians, look away now. Heinz has debuted Tomato Ketchup Pasta Sauce, a new sugo made with real its famed red condiment.

Controversially, research from the brand has shown that 24% of Brits think it’s acceptable to put ketchup on pasta. This latest campaign leaves it up to you to decide whether the combo is ridiculously right or just ridiculously wrong.

Caio Fontenele, new ventures director at Heinz, said: “Never say never! Rightly or wrongly, adding Heinz Tomato Ketchup to pasta is more common than you think, and with this as our insight, we launched our Ketchup pasta sauce so that pasta fans can enjoy the great taste of Heinz, judgment-free. This limited-edition launch is the latest in a series of innovations responding to people’s irrational and long-lasting love for Heinz. However, for people who think having ketchup on pasta is totally unacceptable, we still have seven other delicious Heinz Tomato Pasta Sauce recipes ready for them.”

It will run until October 15, running across social media and key out-of-home sites in London, Liverpool, Birmingham and Manchester.

Pipo Virgós, executive creative director at Wunderman Thompson Spain, added: “Ketchup on pasta might sound unusual, but it’s a match made in heaven. What better way to promote this new ‘Ridiculously Heinz’ product than a campaign that fuels debate with a touch of irony? We’re big fans of the product ourselves and can’t wait to see what people think.”

Heinz - Sauce - 03
Heinz - Sauce - 02

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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