By skyforbes 
Imagine, for a moment, a marketing Olympus inhabited by titans. On one side, there’s Heinz, the conservative and family-friendly king of ketchup. For 150 years, this brand has been firmly associated with Sunday barbecues and comfort. Most consumers, and even artificial intelligence, associate the very concept of “ketchup” with the sauce’s recognizable label.
On the other side is Absolut. A traditionally Swedish, yet in reality, a very bold vodka from the world of premium spirits. Its iconic bottle is also highly recognizable and once became a canvas for Andy Warhol. Was it a coincidence that the orbits of these two giants eventually crossed? Of course not. But what’s surprising is that they didn’t meet in a designer Bloody Mary recipe.
The collaboration (spoiler alert: a very successful one) between two such different brands highlighted for us the key features of marketing in the age of social media, micro-influencers, and short-lived trends.
They’re So Different, They’re So Delicious
In March 2023, these two giants teamed up to create… a pasta sauce with vodka. In its original jar. Sounds like an April Fool’s joke, doesn’t it? That’s exactly what many journalists and marketers thought when the limited-edition Heinz x Absolut Tomato Vodka Pasta Sauce was announced. But this was a well-orchestrated marketing symphony, inspired by a viral TikTok trend.
The campaign spread across social media with the speed of a meme, but it also boosted sales of Heinz’s entire pasta sauce line by 52%, temporarily making the special sauce a bestseller in the US, even outselling the legendary ketchup.
The campaign, under the hashtag #AbsolutelyHeinz, is worthy of a business school case study. Judge for yourself: over 500 million organic media mentions (earned media), 6.6 million views on TikTok in just one week, and a complete sell-out in stores. More than 200 influencers, including fashion editors, lined up for samples, and jars of the sauce began appearing on eBay at ten times the retail price.
Heinz and Absolut rode the popular wave of unexpected collaborations. And they did so by relying on several pillars: authenticity, a deep understanding of trends, and the underestimated power of micro-influencers.
In this article, we will dissect the campaign step by step: from the birth of the idea in the depths of social media to its staggering success metrics. We rely on the original analysis from Dyzio, data from authoritative reports by The Drum, Marketing Week, and VML, as well as fresh insights, including the product’s relaunch due to unprecedented fan demand.
You will learn how to use social listening, daring collaborations, and user-generated content (UGC) to create viral hits. If you work in FMCG, digital marketing, or are responsible for influence strategies, this case study will show you how to turn a fleeting trend into millions of dollars. Let’s dive deeper.
Chapter 1. Background: How Gigi Hadid’s Recipe Turned into a Gold Mine
It all started not in a boardroom, but in a supermodel’s kitchen. In 2020, at the height of the global lockdown, Gigi Hadid shared a recipe for Penne alla Vodka in her Instagram Stories. It’s a classic, though not widely known, Italian dish: pasta with a tomato and cream sauce, with a small amount of vodka to enhance the tomato flavor. Although, in my opinion, it’s less about the taste and more about the opportunity to impressively flame the vodka on TikTok.
Hadid’s post predictably went viral. In a world tired of isolation, this recipe seemed perfect: it combined comfort food with a piquant “grown-up” note.
The TikTok platform picked up the initiative with its characteristic enthusiasm for showcasing something moderately silly. Users started cooking the pasta in droves, sharing their own variations and life hacks, such as using Heinz ketchup for simplicity and richness. (At this moment, all the culinary purists and Instagram chefs in Italy were probably weeping).
According to social listening tools analyzed by the Heinz team, search queries for “vodka pasta” grew by 300% in a year, and the total number of views for videos with this recipe exceeded 1 billion. This was no longer just a short-lived culinary trend, but a full-fledged cultural phenomenon.
By 2022, Heinz, a brand whose name was synonymous with ketchup, decided to ambitiously expand its product line. They launched their first series of pasta sauces under the ironic slogan “Ridiculously Late, Ridiculously Good,” acknowledging their late entry into this market. But supermarket shelves were crowded with private labels and strong competitors. A breakthrough was needed.
The innovation team, led by Bruno Fontenele, conducted a deep trend analysis. They zeroed in on that very gold mine: vodka pasta was the top hit among millennials and Gen Z. However, Heinz had neither the expertise nor the license to work with alcohol. The solution was obvious: a collaboration was needed.
The choice fell on Absolut — a brand that is not just an icon of style and creativity, famous for its legendary 80s campaigns. Moreover, Absolut could share with its partner not only its marketing budgets but also its recognizable brand elements — the logo font and the outline of its “apothecary” bottle.
The result of this union was a limited-edition sauce whose composition was as flawless as its marketing idea: 70% Heinz tomatoes, cream, Grana Padano cheese, basil, and 3% Absolut vodka flavor. The product was positioned as a “match made in heaven”: Heinz gave Absolut a trendy culinary status, while Absolut added a premium twist to the pasta.
The launch, which took place in March 2023 in the UK, was deliberately limited to artificially create hype and fear of missing out (FOMO). “We innovate at the speed of culture,” is how Heinz marketers described their approach.
The visual concept from the agency Wunderman Thompson Spain (now VML) brilliantly combined the aesthetics of both brands: the stark silhouette of the Absolut bottle was ironically paired with Heinz’s humor. Outdoor advertising in London started the first wave of rumors, but the real explosion happened on social media.
Chapter 2. Campaign Strategy: The Alchemy of Tradition and TikTok Magic
The key to #AbsolutelyHeinz’s success lay in a multi-layered strategy that seamlessly blended classic and digital tools. The focus was not on huge budgets but on generating earned media, which maximized the return on investment (ROI). And it must be said, this bet paid off.
Outdoor Advertising and PR: Creating Buzz Before the Launch
The campaign kicked off on March 22, 2023, with minimalist billboards in the heart of London. The design was a direct nod to Absolut’s legendary 80s ads but with a bold Heinz twist. A jar of sauce superimposed on the familiar vodka bottle silhouette, with slogans like “Absolutely Pasta. Ridiculously Good.” This not only evoked nostalgia in the older generation but also intrigued a younger audience. Simultaneously, a PR mailing was sent to leading media outlets. The provocative hook — “Vodka in pasta sauce? From Heinz?” — ensured that the headlines would write themselves. The result: over 900 media mentions in 30 countries in the first few weeks.
Social Media: The Hashtag as a Viral Engine
The true heart of the campaign was TikTok and Instagram. The hashtag #AbsolutelyHeinz became more than just an invitation to a dialogue. Users began to mass-produce videos of unboxings, pasta preparations, and taste tests. Kendrick Lamar’s track “Swimming Pools (Drank)” was often used as a soundtrack, adding the right vibe to the content.
The content looked completely authentic: these weren’t polished commercials but live, relatable videos from real people. In the first week, the campaign garnered 6.2 million views on TikTok and over 250 pieces of user-generated content (UGC).
Brand Integration: Balancing Heritage and Novelty
The packaging design itself was a masterpiece. The label perfectly combined Heinz’s signature red with the transparent silhouette of the Absolut bottle. This visual symbiosis created the feeling that the product was intended to be this way from the start. Absolut gained an association with hot culinary trends, while Heinz strengthened its authority in the premium segment.
This is the main lesson for marketers: collaborations work when seemingly incompatible brands complement each other, but in a non-obvious way.
Back in 2012, two fast-food giants — Doritos chips (from PepsiCo) and the Taco Bell chain — teamed up to create a new product. It was a taco where the crunchy shell was made entirely of Doritos Nacho Cheese chips, filled with classic Taco Bell ingredients: meat, cheese, lettuce, and sauce. The collab was released in 2012 but was successfully relaunched in 2023–2025. New chip flavors like Flamin’ Hot were introduced, fueled by new TikTok trends (ASMR food and spicy challenges).
In the 2023 re-release in the US and Europe, the hashtag #DoritosLocosTacos garnered over 500 million views on TikTok, the Taco Bell website crashed from traffic, and sales grew by 15% in a quarter. In 2025, a limited-edition vegan option was added — it sold out in a week, earning 300 million media impressions. Fans shared “reaction” videos — a pure virus, just like Gigi Hadid’s pasta.
An equally telling example is IKEA x Virgil Abloh (Off-White). They released the MARKERAD Collection twice (2021, with an update in 2024).
The Swedish affordable furniture giant IKEA partnered with Virgil Abloh (founder of Off-White, creative director of Louis Vuitton) for a collection of everyday items: rugs, lamps, plates, and bags with an ironic design. For example, a rug that looked like a giant IKEA receipt or a bag with the logo “DIRTY LAUNDRY BAG.” The price: $5–$30 per item, like standard IKEA.
Abloh added street art and humor (like the “receipt rug”), turning boring items into collector’s pieces. In 2024, the collection was updated with exclusive prints inspired by TikTok DIY trends.
The 2021 launch: shelves were empty in hours, the IKEA website crashed, and resale on eBay was 5–10 times higher (a $20 rug resold for $100–$200). IKEA’s sales in the accessories segment grew by 25%, with over 200 million earned media impressions. The 2024 re-release: +15% traffic to stores, 1 million+ UGC posts on Instagram (humorous “before/after” photos). Abloh (RIP 2021) made IKEA “cool” for Gen Z — the Off-White audience discovered the brand for 18–25-year-olds.
Chapter 3. The Power of Influence: How Nano-Influencers Beat Mega-Stars
The most striking and instructive element of the campaign was its influencer strategy. Instead of investing the budget in one or two celebrities with millions of followers, the team bet on authenticity, building a multi-layered system.
Nano- and Micro-Influencers: The Virus from “Small” Giants
With the help of Gifta, an agency specializing in gifting campaigns, over 150 personalized boxes were sent to nano- and micro-influencers (with audiences up to 10,000 followers) in the food niche. The costs were minimal, but the return was astronomical. The campaign achieved a 92% post rate (the proportion of influencers who created content), which is a phenomenal result.
The real star was nano-influencer @kristinacooksit, who had only 700 followers at the time. Her simple unboxing video, filled with genuine excitement (“A Heinz and Absolut collab, and I am so here for it!”), went viral and gained 6 million views in two weeks. Why did it work? The engagement rate for such creators can reach 10% (compared to 1% for macro-influencers), and their audience is extremely loyal and trusts their recommendations. Gifta noted: “The key to success is to loosen control and let creators create. Real UGC converts better than any ad.”
Macro-Influencers: Scale and Trust
Larger creators, such as chef @johngs, were brought in to quickly scale the reach and lend credibility to the campaign. They added authority to the product by offering their own recipe variations. Their content generated awareness, but it was the micro-influencers who provided the depth of engagement and viral spread.
The lesson: in today’s influencer marketing ecosystem, micro- and nano-influencers are responsible for authenticity and conversion, while macro-influencers provide scale. This case proves that focusing on passion communities yields a much higher ROI than campaigns with broad but untargeted reach.
Chapter 4. Metrics of Success: The Numbers Speak for Themselves
The #AbsolutelyHeinz campaign is a masterclass in achieving measurable results. Data from VML, The Drum, and Marketing Week paint a picture of resounding success.
Sales exceeded the most optimistic forecasts twofold. But more importantly, in 2024, faced with thousands of fan petitions on social media, the company decided to re-release the product. “We simply couldn’t ignore the love from our consumers,” stated Heinz.
Not a Coincidence, but a System: Heinz’s Kaleidoscope of Collaborations
The success of the Absolut sauce is the most striking example in a long line of bold and strategically sound partnerships. An analysis of Heinz’s marketing activity in recent years shows that collaborations are a vital tool for the brand to maintain cultural relevance and stay current with different audiences. Here are just a few examples that prove this is a systematic effort for Heinz.
Heinz x Mattel: Riding the Pop Culture Wave
At the peak of the global frenzy around the “Barbie” movie in 2023, when the world turned pink, Heinz reacted with lightning speed. The brand released a limited-edition vegan sauce, “Barbiecue” — a mix of mayonnaise and barbecue sauce in a bright pink color. This is a classic example of trend-jacking. Heinz gained enormous organic reach on social media and in the press with minimal spending. Speed and the ability to integrate into an existing narrative are now more important than huge budgets.
Heinz x THREDUP: Flirting with Fashion and Sustainability
In partnership with the online second-hand clothing platform THREDUP, the brand released the Heinz Vintage Drip collection. It was a limited line of clothing from well-known brands (from Gucci to Levi’s) with one unique feature: they were printed with designs that artfully mimicked ketchup stains. This ironic collaboration allowed Heinz to speak to a young, eco-conscious audience (Gen Z) in their own language. The brand entered the territory of fashion and sustainable consumption, showing a self-awareness that is highly valued today. It was a move to strengthen its image and attract an audience for whom brand values matter.
Heinz x Ed Sheeran: The Power of Authentic Love
The collaboration with singer Ed Sheeran can be seen as a prime example of authentic influencer marketing. Sheeran is known as a long-time fan of Heinz ketchup; he even has a tattoo of the brand’s logo. Heinz leveraged his sincere love for the product. The result was a limited-edition “Edchup” and a funny commercial where the singer brings his own bottle of sauce to a fancy restaurant.
Heinz x Fortnum & Mason: Playing in the Luxury Field
To prove that ketchup can be more than just an everyday product, Heinz teamed up with one of London’s most prestigious department stores, Fortnum & Mason. For Valentine’s Day, they created an exclusive product: ValenHeinz Tomato Ketchup with Balsamic Vinegar & Truffle. This partnership allowed Heinz to temporarily enter the luxury segment, attract the attention of foodies, and create a premium news hook. The brand demonstrated its flexibility and ability to adapt its product for the most discerning audience, breaking the “simple sauce” stereotype.
Conclusions: 7 Key Lessons for Marketers
This case study is a true treasure trove of insights. Here are 7 key lessons you can apply to your strategy today:
- Social Listening is Key. Heinz didn’t invent the trend, but it spotted it in time and led the charge. Invest in social media monitoring tools — this will allow you to catch the wave and react at its peak. It’s amazing how two such huge brands were able to quickly coordinate their activities and budgets!
- Unexpected Collaborations Work Better Than Safe Ones. The Heinz and Absolut alliance worked precisely because of its unpredictability. Looking for partners outside your category creates maximum buzz. You probably remember the hype around the Louis Vuitton and Supreme collaboration back in 2017 when the co-branded bags were resold at prices rivaling Hermes icons.
- Bet on Authenticity, Not Just Reach. The story of the 700-follower blogger who got 6 million views proves that sincerity and a niche audience can sometimes beat million-dollar budgets. Besides, TikTok’s elusive algorithms love and promote such “rising stars.”
- Create Scarcity. A limited release and a limited sales window are powerful FOMO triggers that compel consumers to act immediately. Have you noticed how the Chinese toy manufacturer PopMart has built years of hype around Labubu on this principle?
- Combine Nostalgia with Modernity. The 80s aesthetic from Absolut and the viral TikTok trend allowed the campaign to resonate with different generations simultaneously. Shifting the perspective on the same brand — whether regularly (Chupa Chups) or as a one-off (Gucci) — by leveraging nostalgia works wonderfully across multiple generations!
- Build Multi-Channel Synergy. Outdoor advertising creates intrigue, TikTok launches the virus, and Instagram deepens engagement. Each channel fulfills its specific role in the communication system. But the repeatability of the results confirms that this is the fruit of countless innovations and constant “sharpening of the saw.”
- Measure What Really Matters. Instead of chasing “vanity metrics” like views, the Heinz and Absolut campaign focused on sales growth, market share, and organic reach. This is perhaps the greatest rarity in a world where influencer-brands are often better at selling through viral marketing than corporations.
Conclusion: The Future Belongs to the Bold
The #AbsolutelyHeinz campaign is a clear blueprint for the future of marketing, one based on trends, authenticity, and data. The “vodka pasta” didn’t just sell sauce; it revitalized brand perception, making the 150-year-old Heinz “cool” for a younger audience and the premium Absolut “delicious” and accessible.
The product’s re-release in 2024 proved that viral ideas can have a long life if they resonate deeply with the audience. For marketers, the takeaway is clear: invest in listening, trust content creators, and don’t be afraid of bold, even seemingly absurd, ideas. This is your ticket to a world of millions of organic impressions.
Ready to find your “vodka pasta”? Start listening to the trends today.