Penne Alla Ketchup anyone? Ridiculously right or ridiculously wrong, we helped introduce the limited-edition Heinz Tomato Ketchup Pasta Sauce, perfect for the ketchup-obsessed out there who love to add extra tomato-ey goodness to their tagliatelle.
For the quarter of Brits (24%) who believe it’s right to put ketchup on pasta, this one was for you. Everyone else, as you were. And in the words of JOE, “nobody tell the Italians” – and we of course had to send samples to as many Italians as we could.
After surveying Brits and seeing the debate all over social media, we knew people would have a lot to say about the launch – and boy did the world go crazy.
Metro questioned whether the launch was “so wrong it’s right?”, while Mirror said this “strange new pasta sauce will leave Italians furious”.
Working with our Kraft Heinz client and The Kitchen, the launch garnered over 600 pieces of coverage across the globe and countless debates sparked on social media, with PR Week calling it a campaign that “tapped into a polarising issue and got people talking”.
