Innovation Spotlight - Heinz x Absolut

What can we learn from the The Kraft Heinz Company x Absolut Vodka collaboration to create a Gigi Hadid-inspired tomato vodka pasta sauce?

In 2020, Gigi Hadid’s Vodka Sauce Pasta recipe went viral, and blew up on both Instagram and TikTok. Tiktok hashtag #gigihadidpasta amassed over 400 million views, with videos showcasing how to easily make restaurant quality Penne alla vodka with at home.

Pernod Ricard UK marketing director Leanne Banks said: “It’s only natural that we’d partner with Heinz on this ultimate collaboration between two iconic brands, with two iconic bottles. As the UK’s no.1 premium vodka, Absolut was born to mix, whether that’s in delicious drinks or fun food combinations and Heinz x Absolut Tomato Vodka Pasta Sauce is a match made in heaven. Now fans of our brand can enjoy Absolut in an entirely new and innovative way, Pasta alla Vodka style.”

This distinctive collaboration features imagery inspired by Absolut's iconic 1980s advertisements, while an online pre-order waitlist cleverly generates consumer hype and anticipation.

The Original Vodka Sauce Recipe from 2020:
https://lnkd.in/g_22dS_d

Partnership Announcement by Thedrinksbusiness.com:
https://lnkd.in/e4dg2FzU

#heinz #absolut #pastarecipe #vodkasaue #FoodInnovation #menudata #gigi