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Heinz Tomato Ketchup takes Grow Your Own campaign to Europe

Friday March 6, 2015 at 9:37am
Heinz is re-running its highly successful ‘Grow Your Own’ campaign for 2015, and is taking the message that Heinz Tomato Ketchup is bursting full of Heinz tomatoes to Europe. First launched in the UK 2013 and appearing again in 2014, the campaign is backed with a gardening project urging families across the continent to grow their own Heinz tomatoes. Research by Heinz found that mums in particular needed reassurance that Heinz Tomato Ketchup is packed full of delicious and natural tomatoes. In response to this, Heinz is promoting their use of quality Heinz Tomatoes and their work with farmers tracking every tomato from field to fork. The tomato growing process is explained in a Tomato Story video now available on YouTube. To reinforce the message that Heinz Tomato Ketchup is made using tasty, ripe tomatoes, Heinz is encouraging families across the UK to plant and grow their own tomatoes at home, using seeds from the Heinz Seed Company. The integrated marketing campaign is being supported via a dedicated ‘Grow Your Own’ app and content on the Heinz Tomato Ketchup Facebook page, which launched last week. Fans can enter a competition to win their own free pack of Heinz tomato seeds, as well as entering other competitions on the newsfeed to win Heinz gardening equipment. Fans will be encouraged to post their photos of the progress of their own attempts to grow tomatoes on the Heinz Tomato Ketchup Facebook page to inspire other would-be tomato growers. The campaign will also be supported with a £1m spend, including TV advertising, to drive awareness and encourage consumers to get their seeds and start growing. A five second TV tag will be included at the end of the new ‘Bring Food to Life’ core advert which is being broadcast from March 1 to 31 2015. In-store activation will also aim to encourage shoppers to visit the Heinz Tomato Ketchup Facebook site. Heinz Tomato Ketchup Limited edition front-of-pack label featuring the ‘Grow Your Own’ message will run across 460g, 570g and 700g bottles. The on-pack label Limited Edition ‘Grow Your Own’ bottles of Heinz Tomato Ketchup will be available in ASDA in March. Shoppers who purchase a bottle of Heinz Tomato Ketchup 700g can pick up a free pack of Heinz tomato seeds in selected stores. Waitrose and Ocado will also support the campaign from mid-March. Chris Isaac, brand manager, Heinz Tomato Ketchup, comments: “We know that mums are increasingly conscious about what they feed their children and we want to reassure them that Heinz Tomato Ketchup is bursting full of delicious tomatoes. We only use Heinz tomatoes to ensure the best possible quality for our customers.” Isaac adds: “The Grow Your Own campaign has been incredibly popular in the past and it is clear that kids and parents enjoy learning about how fresh tomatoes are transformed into the Heinz Tomato Ketchup they squeeze onto their plate.” More information about Heinz Grow Your Own Campaign is on the brand’s Facebook page, www.facebook.com/HeinzKetchupUK
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