Heinz: Grow Your Own case study
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Heinz launched a campaign called "Grow Your Own" to educate people about where ketchup comes from and to show that it is made from fresh tomatoes rather than just being a packaged sauce. The campaign encouraged people to grow their own tomato plants from seeds distributed by Heinz by engaging Heinz's core audience of mothers and their children. Participants were able to track the progress of their plants, learn how Heinz grows its own tomatoes, and potentially win prizes by sharing photos online. The campaign was Heinz's most successful social media initiative to date, reaching over 11 million people on Facebook and engaging over 180,000 users.
Heinz: Grow Your Own case study
- 1. Heinz: Grow Your Own we are social
- 2. Heinz wanted people to realise that ketchup isn’t just a packaged sauce. It’s full of fresh, ripe, tomatoey goodness we are social
- 3. But how do you re-educate a nationabout a product that’s been around for over 130 years? we are social
- 4. we are social We decided to show people that Heinz Tomato Ketchupis grown, not made!
- 5. We took a hands on approach, by getting people to actually grow their own tomatoes! we are social
- 6. We engaged with Heinz’s core audience of mums, by encouraging them to get their kids involved
- 7. It was activated through the Heinz Tomato Ketchup Facebook page, with a dedicated ‘Grow Your Own’ hub
- 8. Fans could enter their details to be sent their own pack of tomato seeds…
- 9. …which were distributed completely free of charge, courtesy of Heinz! we are social
- 10. A Tomato School helped fans find out how Heinz grows its own tomatoes, and how they fit into the Heinz Tomato Ketchup recipe
- 11. Fans could also learn how to grow their own tomatoes, from planting seeds and nurturing blooms… we are social
- 12. …to picking their own fully grown, juicy tomatoes! we are social
- 13. Fans were able to post their own photos throughout all the stages of growth in our ‘Greenhouse Gallery’
- 14. Inspiring other would-be tomato growers
- 15. By posting photos, they could also win exclusive Heinz Tomato Ketchup branded garden goodies we are social
- 16. 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!
- 17. ‘Grow Your Own’ was Heinz’s most successful social media campaign to date we are social
- 18. The ‘Grow Your Own’ game was played 59,203 times
- 19. Bloggers loved the campaign, with tons of positive posts about their experience of ‘growing their own’
- 20. while at the same time promoting healthy, organic eating. Hundreds of people shared their experiences on Facebook
- 21. There were over 300 photos uploaded over the course of the campaign we are social
- 22. During the campaign, the Heinz Tomato Ketchup Facebook page gained a huge 66,396 new likes we are social
- 23. we are social And the campaign reached over 11 million people on Facebook alone
- 24. With over 180,000 engaged Facebook users
- 25. Most importantly, we sent out a whopping 31,627 packets of tomato seeds – that’s thousands and thousands of green fingered mums and kids…
- 26. …all learning about Heinz Tomato Ketchup, its ingredients and growing their own tomatoes!