Heinz create a limited-edition ‘The Godfather Pasta Sauce’
By Jack Longrigg on Thursday, February 29, 2024
Heinz and Paramount Pictures launch a limited-edition The Godfather Pasta Sauce.
The sauce features the exact ingredients named in the film by Peter “leave the gun, take the cannoli” Clemenza as he teaches Michael Corleone how to cook the perfect pasta sauce.
The team behind the campaign, VML Spain, have have cooked up a marketing campaign best served hot – comprising of social (Meta, TikTok and Reddit), print and OOH, including locations like The Shard and London’s Leicester Square, also targeting movie theatres, movie sites, movie titles with contextual placement.
On the launch, Caio Fontenele, Heinz new ventures director, said, “The Godfather, by “Paramount Pictures’ remains one of the greatest films in cinema history. And after we watched Clemenza teaching Michael how to make his perfect pasta sauce, alongside seeing a rising trend on social media of people replicating recipes from their favourite films and TV series at home, we knew it had to be Heinz that finally brought this iconic recipe to the nation. This unexpected yet iconic collaboration is set to unleash excitement and disruption in the pasta sauces category, whether you’re a long-time fan of The Godfather or just looking for a new great tasting pasta dish.”
Agency: VML Spain
