• by Fern Siegel , October 6, 2023

Heinz says its purpose is to make life delicious.

The latest effort in that area — a new tomato ketchup pasta sauce, a limited-edition product — is now available in the U.K. To augment the debut, Heinz launched a new creative campaign — "Ridiculously wrong or ridiculously good?" —  from Wunderman Thompson Spain.

"Ridiculously wrong?" launched last week and runs until Oct. 15 across social media and key out-of-home sites in London, Liverpool, Birmingham and Manchester.

If the campaign is a success in the EMEA, the company will extend it to the U.S.

The ketchup-on-pasta debate rages on social media, but a September Opinium study commission by Kraft Heinz found 24% of Brits are comfortable with the choice.

A teaser campaign riffs on the "Pass the Heinz" ad featured in the "Mad Men" series and brought to fruition by the David Miami agency. Wunderman Thompson Spain replaces Don Draper’s burgers and fries with different types of pasta, highlighted in OOH ads.

Pipo Virgós, executive creative director at Wunderman Thompson Spain, said: "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?"

In June, Heinz launched "It has to be Heinz" campaign. Wieden + Kennedy created the global platform in five vignette-style spots designed to spotlight fan love stories.

The company recorded net sales of approximately $26 billion in 2022.