Heinz Tomato Ketchup is launching its latest ‘Grow Your Own’ initiative across the UK from next month (March). Designed to inspire families to grow tomatoes together, this year will see more than 500,000 tomato seed packs given away, as Kraft Heinz encourages consumers to care for their very own tomato plants, whilst reminding them that every bottle of its ketchup is packed full of freshly tomatoes.
Set to drive core messaging to mums that Heinz Tomato Ketchup is simply made with tomatoes, ‘Grow Your Own’ will be leveraged across multiple platforms including social media and digital advertising.
New for this year, Kraft Heinz is bringing a new educational programme to schools with using the recently launched Heinz Tomato Ketchup 50% Less Sugar & Salt variant.
Committed to educating children about the importance of the journey of food – from field to fork – the ‘Grow Your Own’ campaign will be brought to primary schools across the UK and RoI featuring the new reduced sugar and salt version. Through story and a series of fun hands-on science-led activities, pupils will explore the journey of the humble tomato – discovering all the goodness it brings to mealtimes. Teachers will be encouraged to sign up to join the educational campaign and in return receive a comprehensive guide from mid March with printed and downloadable material to engage pupils. A range of classroom activity sheets, seed packs and branded growing pots will support teachers looking to create a positive learning experience for children, and help to deliver a core curriculum subject. Projected to drive awareness within 2,000 primary schools, the educational programme will reach more than 240,000 pupils and their families.
Schools and parents will be driven to the ‘Grow Your Own’ microsite (http://www.nationalschoolspartnership.com/growyourown.php) where they can sign up to the initiative to receive Heinz tomato seeds. The campaign will also be highlighted on Facebook with an inspirational social video used to educate consumers around its core ‘Heinz Tomato Story’. The humorous video answers the question ‘Where does Heinz Tomato Ketchup come from?’ and features children from a variety of nationalities, feeding their curiosity as to how Heinz Tomato Ketchup is made.
To enhance engagement, consumers will be able to enter a variety of online competitions to win a selection of Heinz gardening merchandise. The ‘We’ll Bottle It’ competition is also returning for 2017, and consumers will be encouraged to upload pictures of their homegrown Heinz tomatoes to Facebook to be in with the chance of winning a personalised bottle of Heinz Tomato Ketchup – made using their own tomatoes.