We helped Heinz teach mums and kids that ketchup isn’t just made – it’s grown.

We set up a ‘Grow Your Own’ hub on the Heinz Tomato Ketchup Facebook page, where fans could register to receive a free pack of tomato seeds, courtesy of Heinz!

We created a ‘Tomato School’ where fans could learn how Heinz grows its tomatoes and uses them to make Ketchup.

Fans posted their own photos throughout all the stages of growth in our ‘Greenhouse Gallery’. We also created a ‘Grow Your Own’ game, where people could virtually grow tomatoes.

‘Grow your own’ was Heinz UK & Ireland’s most successful social media campaign ever. The Facebook page gained 66,396 new likes and the campaign reached over 11 million people on Facebook alone.

The game was played 59,203 times, there were 300 photos uploaded and 31,627 packets of tomato seeds were sent out to mums and kids across the country.

It’s suitability in this category comes from the fact it was a campaign that focused on building the Heinz Tomato Ketchup brand within its social community, focusing on enhancing its reputation. It also benefited from shareable, user-generated content, with a focus on earned over paid media.

The campaign was activated through the Heinz Tomato Ketchup Facebook community, with a dedicated ‘Grow Your Own’ hub where fans could enter their details to be sent a pack of free tomato seeds.

We created a Tomato School where fans learnt how Heinz grows its tomatoes, and how they fit into the Heinz Tomato Ketchup recipe, as well as how best to grow their own tomatoes, from planting seeds, to nurturing blooms, to picking their tomatoes!

Fans could post their own photos throughout all the stages of growth in our ‘Greenhouse Gallery’, giving inspiration to other tomato growers and giving them the opportunity to win exclusive Heinz Ketchup branded garden goodies.

We also created a game, where people could ‘virtually’ grow their own tomatoes by reacting to changing conditions, such as temperature, bird invasions, and weather conditions, to keep the tomatoes alive and flourishing!

The campaign ran to plan.

The Heinz Tomato Ketchup Facebook page gained 66,396 new likes and the campaign reached over 11 million people on Facebook alone, with over 180,000 engaged Facebook users.

The ‘Grow your own’ game was played 59,203 times, up 25% on the previous Facebook game. Around 300 photos were uploaded, and people carried on sharing images after the campaign finished!

‘Grow Your Own’ went further than an app or clever gimmick - it offered real, tangible benefits. 31,627 seed packets were sent out – that’s thousands of green-fingered mums and kids learning about Heinz Tomato Ketchup and growing their own tomatoes!