Heinz ketchup is one of the most recognized tomato-based sauces in the world. Though it makes you wonder, what else could they do with those tomatoes? That answer would seem obvious, but some things aren’t always so clear. 150 years after their founding, Heinz launched their first ever line of pasta sauces stating that “this is ridiculous”. The “Ridiculous” campaign pokes fun at their lateness, and declares that it was worth the wait.

The Heinz “Ridiculous” campaign is a nice injection of humor to promote the release of a brand new product line. The release notes that Heinz is a “tomato expert” and that it makes all too much sense that they add pasta sauce to their catalog. Heinz levels with the audience so that they can share in a moment of “why didn’t I think of that?”. This strategy frames the new sauce line as a no-brainer and lets audiences know that it would be a no-brainer in their kitchen as well. And let’s be honest, it’s cool to be fashionably late.