The island’s scenery includes Heinz-branded tomato farms that “demonstrates just some of the sustainable and regenerative practices that Heinz supports in the real world” such as cover cropping and crop rotation, said Cristina Kenz, Heinz chief growth and sustainability officer, via email.
The game “reflects the rapid rate at which soil health is declining” and is “designed to educate consumers on the fundamental role healthy soil plays as part of our food systems to establish the importance of soil health,” said Kenz.
As part of the campaign, Heinz will donate $100,000 to its soil health program in California.
The global campaign, from Gut São Paulo, taps Twitch influencers in the U.K., the U.S., Poland, Spain and Saudi Arabia to play the game and livestream it to their followers, said Kenz. Clips of them playing the game will be featured in a launch film that will run on Instagram and TikTok as paid media until March 24.