Is your view of cooking with booze “one for the pot, one for the chef”? Well, a new partnership between Heinz and Pernod Ricard’s vodka brand Absolut will be just to your liking.
The two brands have got together to launch a pasta alla vodka sauce that was apparently inspired by model Gigi Hadid after she sparked a social media trend by sharing a spicy vodka pasta dish on TikTok back in 2020.
Alas, it appears Aussies are set to miss out on the booze-fuelled tomato goodness, with jars of the stuff reportedly going on sale in the UK for a limited time.
And we know what you’re asking – will it get you drunk? Apparently not, as all the vodka gets cooked out during the heating process.
Commenting on the new sauce, a Heinz spokesperson said: “The vodka is the magic that unlocks the flavours and intensifies the aroma of this rich and creamy tomato, basil and cheese sauce.”
The company added the collaboration was “the latest example of Kraft Heinz’s transformation”.
And even better than vodka pasta sauce has to be the creative used in the marketing which, it must be said, is quite stunning.
It was created by Wunderman Thompson Spain. The art directors were Sergi Boixadera and Carlos Galán. Copywriter was Albert Xifra. The media agency was Carat.
Paco Badia, executive creative director for Wunderman Thompson Spain, said: “This a very exciting launch for us, as we’ve had the opportunity to pay homage to one of the most recognisable campaigns of all time – the Absolut adverts from the early 1980s.”
Check out some of the cool imagery below:
