Heinz:Grow Your Own

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Heinz wanted to spread the message that its Tomato Ketchup is full of fresh, ripe tomatoey

goodness

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But how do you continue to inspire a nation about a product that’s been around for over 130 years?

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We decided to show people that Heinz Tomato Ketchup is grown, not made!

We took a hands on approach, by getting peopleto actually grow their own tomatoes!

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We engaged with Heinz’s core audience of mums,by encouraging them to get their kids involved

It was activated through the Heinz Tomato Ketchup Facebook page, with a dedicated ‘Grow

Your Own’ hub

Fans could enter their detailsto be sent their own pack of tomato seeds…

…which were distributed completely free of charge, courtesy of Heinz!

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A Tomato School helped fans find outhow Heinz grows its own tomatoes, and how they

fit into the Heinz Tomato Ketchup recipe

Fans could also learn how to grow their own tomatoes, from planting seeds and nurturing

blooms…

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…to picking their ownfully grown, juicy tomatoes!

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Fans were able to post their own photos throughout all the stages of growth in our

‘Greenhouse Gallery’

Inspiring other would-be tomato growers

By posting photos, they could also win exclusiveHeinz Tomato Ketchup branded garden goodies

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while at the same time promoting healthy, organic eating.

We also created an interactive ‘Grow Your Own’ game, where people could ‘virtually’ grow their

own tomatoes!

‘Grow Your Own’ was Heinz’smost successful social media campaign to date

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The ‘Grow Your Own’ game was played 59,203 times

Bloggers loved the campaign, with tons of positive

posts about their experience of ‘growing their own’

while at the same time promoting healthy, organic eating.

Hundreds of people sharedtheir experiences on Facebook

There were over 300 photos uploadedover the course of the campaign

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During the campaign, the Heinz Tomato Ketchup Facebook page gained a huge 66,396 new likes

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And the campaign reached over 11 million peopleon Facebook, over a third of the UK’s Facebook

users

With over 180,000 engaged Facebook users

Most importantly, we sent out a whopping 31,627 packets of tomato seeds – that’s thousands and thousands of green fingered mums and kids…

…all learning about Heinz Tomato Ketchup, its ingredients and growing their own tomatoes!