Heinz Partners Absolut To Recreate Famed Bottle Ads For New Vodka Pasta Sauce

Remember when supermodel Gigi Hadid set the internet abuzz with her pandemic vodka pasta recipe? Well, Heinz has taken that idea and ran with it, teaming up with Absolut Vodka to create a limited-edition pasta sauce to recreate the viral dish.

Dreamed up in collaboration with Wunderman Thompson Spain, the partnership has birthed a slew of new posters in a callback to the vintage-style Absolut campaigns from the 80s. These billboards will begin popping up around London and on social media platforms.

According to The Drum, the special sauce will be available to shoppers in the UK from mid-April, only at Waitrose outlets. Tad Greenough, Brand Creative Director at Absolut, told the publication that the idea was sparked by an “incredible demand for penne alla vodka.”

The partners then thought of merging their two worlds—bringing together the best tomatoes and best vodka on the market. The result of such an endeavor? Heinz x Absolut Tomato Vodka Pasta Sauce.

Leanne Banks, Marketing Director at Pernod Ricard, told Muse by Clio that it was “only natural” the two brands collaborated with their “two iconic bottles.” Plus, Absolut was always intended to be mixed, and now fans can enjoy it in a brand-new fashion in the kitchen. 

“This collaboration brings together the expertise of Heinz in creating pasta sauces with the magic of Absolut Vodka to further intensify the flavor. The result is a rich and creamy tomato vodka pasta sauce that is sure to satisfy your cravings,” the brands promise.

Head here to pre-order the limited-edition sauce, or purchase it directly at Waitrose from April 12, 2023.

[via The Drum and Muse by Clio, images via Absolut]