Heinz is re-launching its 2013’s Grow Your Own campaign to encourage home gardening among British families. The ketchup brand invites consumers to grow tomatoes, the key ingredient for the legendary sauce. The Grow Your Own marketing effort includes a special hub on the brand’s Facebook page as well as TV advertising.
The dedicated virtual hub features guides and tips on how to grow a perfect tomato on a real-life patch or in a pot at home. Consumers with green fingers will be able to share the evidence of their tomato growing success starting March 24. To kickstart the gardening experience, Heinz offers users to win a bag of seeds right in the hub just by clicking on the red button on the loading page (the very first click usually brings a bag of seeds) and also in the Create your own patch contest. The packets are then mailed to the winner.
To promote the effort, Heinz also releases 400,000 limited edition “Grow Your Own” bottles of its Tomato Ketchup that go with free bags of tomato seeds. These bottles are available at Tesco only, starting March 24.
“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,” commented Katherine Broadley, senior brand manager for Heinz Tomato Ketchup.