Heinz is looking to remind the public that every squeeze of its tomato ketchup contains a quarter of a tomato, by encouraging families across Britain to participate in a tomato growing experience.
The integrated marketing campaign will be activated via a dedicated ‘Grow Your Own’ hub on the Heinz Tomato Ketchup Facebook page and will also be supported with TV advertising to drive awareness.
Fans will be encouraged to post their photos throughout all the stages of growth on the ‘Patch Gallery’ on the Heinz Tomato Ketchup Facebook page to inspire other would-be tomato growers to take part, as well as for the chance to win Heinz Tomato Ketchup branded gardening goodies.
Katherine Broadley, senior brand manager for Heinz Tomato Ketchup, said: “The Grow Your Own campaign reassures mums that that Heinz Tomato Ketchup is bursting full of tomatoes, and drives home the message that every squeeze of Heinz Tomato Ketchup contains a quarter of one tomato.”
To help launch the campaign, 400,000 limited edition ‘Grow Your Own’ bottles of Heinz Tomato Ketchup will contain free packets of tomato seeds, exclusively available at Tesco from 24 March.