In a world where food collabs are getting wilder by the day, Heinz and Absolut decided it was time to revolutionize the pasta sauce aisle with something unexpected: a vodka-infused tomato sauce.
The mastermind behind this collaboration is actually one well known high-fashion model, which is why the campaign leaned into luxury minimalism and exclusivity, it didn’t want to look like just any other sauce from the local supermarket’s shelves.
Gigi Hadid’s viral Penne alla Vodka recipe from 2020 started it all and made every Gen Z foodie think they were an Italian nonna. Heinz, never one to miss a good food trend, saw an opportunity. Why not bring in Absolut, the actual vodka brand, for an official, boozy twist? Taking cues from Absolut’s iconic 1980s and 90s ad campaigns, Heinz gave the sauce a chic, minimalist design and made everyone eager to try it out.
The Internet Ate It Up (Literally)
The campaign was a social media success:
✅ 200+ influencers hyped it up
✅ #AbsolutelyHeinz trended on TikTok
✅ 6.2 million views in just one week
✅ 250+ pieces of content created
To understand why this campaign was so visually powerful, we need to talk about Absolut’s branding history. Absolut isn’t just a vodka brand—it’s a cultural icon. In the 1980s and 90s, its advertising was revolutionary, turning a simple vodka bottle into a symbol of high art and pop culture.
By borrowing from Absolut’s design DNA, Heinz made a piece of pop culture. The white label, Absolut’s signature typography, and crisp, modern layout instantly triggered recognition and nostalgia in consumers. It was an homage to Absolut’s golden era of advertising.
However, as always, the internet was divided: Was this genius, or had Heinz and Absolut just committed a food crime?
Either way, people were talking, and that’s exactly what the marketing gods wanted.
Did It Actually Sell?
Oh, it sold. Fast.
💰 +500 million earned media impressions
🛒 Instant sell-out in UK stores
📈 52% uplift in Heinz pasta sauce sales
🥇 24% market share during launch—making Heinz the top pasta sauce brand
What do you think? Would you try a vodka-infused pasta sauce, or does it belong in the hall of weird food collabs?
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