After the success of its Grow Your Own campaign in 2013, Heinz is launching the popular gardening project again to remind mums of the natural goodness that goes inside each bottle of Heinz Tomato Ketchup.
Last year’s campaign reached over 11 million people on Facebook, over a third of UK users, and saw the Heinz Tomato Ketchup Facebook Page grow by 68,000 fans – making it Heinz’s most successful social media campaign to date.
The campaign, which launches in March, aims to remind mums of the fresh, ripe, tomatoey goodness that is in every bottle. Heinz Tomato Ketchup is bursting full of tomatoes – every squeeze contains a quarter of a tomato – with no artificial colour, flavours, preservatives and thickeners.
Heinz aims to encourage families across Britain to participate in the tomato growing experience by planting and growing their own tomatoes at home, using seeds from the Heinz Tomato Seed Company.
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 and encourage consumers to get their seeds and start growing!
Fans will be able to sign up to receive their own free pack of tomato seeds, as well as learn how to grow them at home. And while, the Heinz Tomato School will help fans find out how Heinz tomatoes are grown, and how they fit into the iconic Tomato Ketchup recipe.
Fans will be encouraged to post their photos throughout all the stages of growth on the ‘Patch Gallery’ on the Heinz Tomato Ketchup Facebook <http://www.facebook.com/HeinzKetchupUK> page to inspire other would-be tomato growers. They will then be in with a chance to win exclusive Heinz Tomato Ketchup branded gardening goodies. The hub also includes an interactive ‘Grow Your Own’ game, where people can ‘virtually’ grow their own tomatoes.
To support the online campaign a Heinz Tomato Ketchup Limited edition front-of-pack label featuring the ‘Grow Your Own’ message will also run across 4 million bottles of 460g and 700g top down varieties. The on-pack label will aim to encourage shoppers to visit the Heinz Tomato Ketchup Facebook site.
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 24th March. Heinz will also be distributing over 100,000 packs of tomato seeds through partners at Longleat Safari Park, Sprit Groups’ Wacky Warehouse and Merlin group.
Katherine Broadley, Senior Brand Manager – Heinz Tomato Ketchup, commented: “We felt that the first Heinz Tomato Ketchup Grow Your Own campaign went down really well with consumers last year. We gave away over 30,000 packs of tomato seeds to green-fingered fans, so we had to bring it back this year to satisfy consumer demand.
“We know that mums want to feel good about what they are feeding their little ones, making sure they grow up strong and healthy. 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.”
Heinz has been dedicated to creating the nation’s favourite1 Tomato Ketchup for over 130 years, using its own passion and knowledge to enhance meal occasions everywhere. Heinz Tomato Ketchup is the market leader with a 77.9% value share of the total Tomato Ketchup category worth £158m.
 A.C Nielsen MAT week ending 16th February 2013