HEINZ and ABSOLUT team up to launch tomato vodka pasta sauce

Kraft Heinz has partnered with Absolut Vodka to introduce a limited-edition tomato vodka pasta sauce in the U.K. As part of the campaign, Wunderman Thompson Spain created an advertising push that features out-of-home elements and social media promotions using the hashtag #AbsolutelyHeinz.

The collaboration reflects Kraft Heinz's ongoing effort to associate its products with premium flavors while also adding a dash of nostalgia, targeting consumers' interest in '80s-related nostalgia. This limited-edition sauce is part of the brand's Taste Elevation platform and will be available at Waitrose and online for a limited time.