Now in its fifth year, Heinz Tomato Ketchup is set to kick off its ‘Grow Your Own’ initiative across the UK from March 2017.
Designed to inspire families to grow tomatoes together, this year will see more than 500,000 tomato seed packs given away, as Kraft Heinz encourages consumers to care for their very own tomato plants, whilst reminding them that every bottle of its ketchup is produced from freshly-grown sun-ripened Heinz tomatoes.
New for this year is an educational programme for schools using the recently-launched Heinz Tomato Ketchup 50% Less Sugar & Salt variant, which is projected to meet more than 240,000 pupils and their families. Schools and parents will be driven to the ‘Grow Your Own’ microsite, where they can sign up to the initiative to receive Heinz tomato seeds. The campaign will also be highlighted on Facebook.
Consumers will be able to enter a variety of online competitions to win a selection of Heinz gardening merchandise. The ‘We’ll Bottle It’ competition is also returning for 2017, with consumers encouraged to upload pictures of their homegrown Heinz tomatoes to Facebook to be in with the chance of winning a unique personalised bottle of ketchup.
Ashley White, marketing manager from Kraft Heinz, commented: “’The Grow Your Own’ campaign will aim to drive relevancy and increase frequency of consumption, helping retailers to boost sales of our much-loved product.”
