Heinz Tomato Ketchup: Grown, not made
Did you know there are real tomatoes in each squeeze of Heinz Tomato Ketchup? Just like the bottle says, that lovely red stuff is grown, not made.
Not everyone remembers this though. So, how did we remind mums and families that Heinz Tomato Ketchup is full of delicious tomatoes? Well, by getting the nation growing their own!
We invited mums and kids to grow their own tomatoes, simply by registering to our Grow Your Own hub. There they could order free tomato seeds and get all the information needed from the downloadable guides in our ‘Tomato School’.
Once we’d sent fans their free seeds, it was time to get growing! Following our growers at each stage, we invited users to upload images of their tomato journey, from planting in the garden, to when their tomatoes were ready to eat.
Images were hosted in our Greenhouse Photo gallery and some of our favourite images were rewarded with Heinz gardening goodies! Yet fans needed little incentive. Not only did they post in the competition gallery, they shared their images on the Facebook wall, happily displaying their creations with their fellow tomato growers.
Hundreds of users uploaded their photos to our Grow Your Own hub. While visiting the hub, fans played our virtual tomato growing game 60,000 times, protecting their tomatoes from virtual weeds and slugs, getting in some online practice for their real life gardening adventures.
The campaign really did get the nation growing – with 34,000 families starting to grow their own tomatoes – and reaching 11 million people in the process; delivering the unquestionable message that Heinz Tomato Ketchup is grown, not made.
If you’d like to hear more about the campaign, or you just need some inspiration for green-fingered activities of your own, take a look at our video case study above. Happy growing!