Publish your content on The Drum

Heinz Ketchup celebrates main ingredient with plantable tomato seed labels

Heinz plantable tomato seed labels

Heinz is offering condiment consumers in Sao Paulo the chance to grow tomatoes from a plantable label.

Reinforcing tomatoes as the main ingredient of Heinz Ketchup in the minds of South American consumers, the limited edition packaging encourages customers to head to the garden for homegrown fruit.

Part of the ’Tomato First’ campaign developed by ad agency Africa in Brazil, the green-fingered promotion celebrates the red ripe tomatoes squeezed into every bottle.

Intended to convey the organic origins of the dinner table favorite, the campaign promotes the fact that Heinz plants and cultivates its tomatoes to the highest agricultural standards to deliver the perfect flavor.

Luana Sa, Heinz Brazil’s brand building manager, explains: “We noticed that many people still do not believe Heinz Ketchup is essentially made of tomato. With this action, we wish to show that our ketchup has this distinct flavor because we put tomato in the first place, from our seeds, Heinz Seeds, which we plant and cultivate at home. The plantable label reinforces Heinz Ketchup quality and superiority, praising our main ingredient and invites the consumer to take part and understand more about this process.“

The limited-edition bottles are available to purchase solely in Sao Paulo and follow the off-kilter release of an off-angle bottle design intended to guide the perfect pour, as well as an Ed Sheeran tattoo.

The ketchup focus follows a new brand direction for the food processing giant, which now markets its beans with the line ’Beanz Meanz More’, an evolution of the Beanz Meanz Heinz slogan first introduced in the 1960s.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy