Heinz celebrates the ‘Ridiculously Late, Ridiculously Good’ win for England
Posted on 2022 Aug,02  | By ArabAd's staff

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The England women’s team, known as the “Lionesses,” won the Euro 2022 soccer tournament in a unprecedented 2-1 victory over Germany. This is the first time since the country’s men's team's World Cup victory in 1966 that an England team has won an international tournament.  

Several brands jumped on the occasion to pay their respect in creative ways.

Among those brands, Heinz ran a full-page ad in The Sun newspaper celebrating the victory. It’s a follow-up to a previous ad it ran. 

Indeed, Heinz, the iconic brand and tomato experts established in 1869, made consumers wait more than 150 years for a tomato pasta sauce. It has also been more than 150 years since the beautiful sport of football was invented by the English, who have now finally won the European football Championship!

Created by Wunderman Thompson Spain, the ad builds on the successful launch of its “Ridiculously late, ridiculously good” campaign, when the brand launched its range of pasta sauces in the U.K 150 years after the company was founded. The Heinz Pasta Sauce launch campaign apologized to the British public and Heinz’ founder, Henry Heinz, for not creating the pasta sauce they deserve, until now, “because nothing so ridiculously good, has come so ridiculously late”.  It appeared for the first-time last February across press, OOH, digital TV and social. 

The creative concept continued for the Queen’s Jubilee, which saw a full-page ad congratulating HM Queen Victoria for her Golden Jubilee, which took place in June 1887 – 135 years ago. The print ad ran ‘ridiculously late’, two weeks after the celebrations for Queen Elizabeth II’s Platinum Jubilee.  

Since launch, the brand has continued playing on their creative concept with contextual advertising, in a series of reactive content to the news agenda in partnership with Wunderman Thompson, Wonderland Comms and Carat Media.

After another very long wait, the brand jumped into the social conversation with print and digital ads celebrating England women’s national football team. The ad reads “sometimes the wait makes the result taste even better.”

In the words of Alexandra Bayet, Heinz’s New Ventures Head of Platform, “The response to the launch of our New Heinz Pasta Sauce has been astonishing. People love it when a brand is honest and can laugh at itself, like we do in the ‘Ridiculously Late. Ridiculously Good’ campaign. We believe that joining a conversation is better than interrupting it.”

Jose Maria Piera, Chief Client Officer at Wunderman Thompson Spain added: “It’s a great source of satisfaction to be trusted by a brand like Heinz to continually find moments in culture to connect with consumers and bring the new brand positioning to life. This one in particular is a good moment to remember that Heinz made English consumers wait more than 150 years for the pasta sauce they deserve, more or less the same amount of time it has taken England to bring home their first trophy in the European Championship since inventing the game.”





Client: Heinz New Ventures

Product: New Heinz Pasta Sauce UK

Heinz New Ventures Director: Caio Fontenele

Heinz New Ventures Head of Platform: Alexandra Bayet

Agency: Wunderman Thompson Spain

Chief Client Officer: Jose Maria Piera

Chief Creative Director: David Caballero

Executive Creative Directors: Paco Badía and Pipo Virgós

Creative Director: Gloria Hernández

Art Director: Carlos Galán

Copy: Albert Xifra

Design: Sergi Boixadera

Account Director: Natàlia Gasulla

Account Executive: Ariadna Vila

Media Agency: Carat


The Sun Partnership: Wonderland Comms, in partnership with the Sun, Carat, Wunderman Thompson and Hogarth

Copy: Wonderland Communications