Heinz has created a "plantable" label for customers in Brazil containing tomato seeds, and it's all to remind consumers where ketchup comes from.
If that sounds kind of obvious, well perhaps it isn't. The campaign, from agency Africa, is founded on an insight that “many people still do not believe Heinz Ketchup is essentially made of tomato," according to Luana Sa, Heinz Brazil's brand building manager. To remind people of this key ingredient, the agency created 300 editions of the limited edition label containing tomato seeds, which will be available to those who shop for Heinz products online at supermarket chain Pao de Acucar in Sao Paulo, Brazil.
Every month, Heinz will ask consumers who bought one of the labels to post a picture of their tomato plant. If the plant is growing as it should, the consumer will get a restaurant discount. Africa also asked influencers who post about gardening and plants to spread the word about the label by planting it, documenting the whole process, and giving tips and advice for others.
The activation is part of a campaign called “Tomato First” developed by Africa. It emphasizes the quality of Heinz tomatoes and the process that goes into their cultivation. It includes Tomato Cultivation Masters, who monitor the growing process, tomato selection and harvesting, and Heinz's 96 degree precise cooking temperature to maximize flavor, extraction and evaporation.