In collaboration with VML Spain, the Heinz brand has introduced a new limited-edition pasta sauce, inspired by a viral TikTok recipe that promises to make anyone propose to the one who serves it.
In its constant commitment to innovation, Heinz has decided to present a limited-edition Heinz Marry Me Pasta Sauce, a recipe inspired by one of the most viral culinary trends on the Internet.
In regards to its release, Almudena Rein, Head of Culinary Tomatoes EPDM, comments that:
“We couldn’t miss the opportunity when we saw how the Internet fell in love with this recipe, more than 400 million views on TikTok and the number continues to grow. So, we did what Heinz does best: bottle that magic. Our new ‘Marry Me’ pasta sauce combines dried tomatoes, cream cheese, extra virgin olive oil and basil, with no added sugars, and is already known internally as ‘the sauce everyone says yes to.’ When we saw that each person had their own version of this recipe, we knew that Heinz had to step in and create the ultimate version.”
The “Ridiculously YES” campaign, created by VML Spain, plays with intelligent humor and aspirational aesthetics, using catchphrases that connect the weddings universe to Heinz. To do this, the creative agency has developed four visuals that recreate this environment. In each piece, the product is integrated in a sophisticated way, positioning the sauce as the perfect accompaniment.
“We are always attentive to trends that may add to the Ridiculously Good platform. Bringing Marry Me’s viral recipe to reality, in a year in which celebrity weddings keep making headlines, it was too good to let go,” says Gloria Hernández, executive creative director at VML Spain.
The campaign was launched on social media at the end of June. In addition, it has an outdoor presence in key areas around London and is complemented by activations at points of sale.
The project continues to build Heinz Pasta Sauces’ successful Ridiculously Good branding, proving that pasta can be just as exciting as a marriage proposal.