Heinz Tomato Ketchup is launching its socially-led ‘Grow Your Own’ campaign to a European audience for the first time, including digital, TV and in-store activations.
The Heinz ‘Grow Your Own’ campaign aims to help families enjoy growing their own food together and learn a little bit more about how tomatoes are transformed into the Heinz Tomato Ketchup they enjoy squeezing onto their plate. Each bottle of Heinz Tomato Ketchup is bursting full of Heinz’s very own tomatoes – with every squeeze containing a quarter of a tomato, which has been carefully grown by farmers Heinz knows and trusts.
Working with global social media agency We Are Social, Heinz has launched a Grow Your Own app to win free Heinz tomato seeds on the Heinz Tomato Ketchup Facebook page. Tomato growers will be encouraged to upload pictures of their tomatoes to the Facebook page and enter into competitions to have a chance to win Heinz Tomato Ketchup gardening equipment.
Grow Your Own will also feature in a pan-European 360-degree campaign, with print, in-store, TV and digital activations.
Heinz is sharing the extensive tomato growing experience that goes into producing Heinz Tomato Ketchup with families across Europe. Heinz has been dedicated to creating the very best-tasting tomato ketchup for over 130 years, and uses only Heinz tomatoes in its ketchup.
Lucy Clark, European senior brand manager at Heinz said: “Grow Your Own is now in its third year, and each has been more successful than the last. We’ve seen thousands of families from all over the UK get involved in the campaign over the last two years; now everyone in Europe has the chance to grow their own tomatoes with Heinz. This is a great example of how social thinking is helping influence our marketing strategy.”
Sophie Crossley, senior account director at We Are Social, said: “We’ve seen a really amazing response from consumers everywhere to Grow Your Own. It’s fun but educational, and really drives home the fact that Heinz Tomato Ketchup is packed full of great tasting tomatoes. We’re looking forward to seeing the growing efforts from families all over Europe.”