For years people have been debating whether tomato is a fruit or a vegetable. So we decided to create a campaign to bring an end to this debate, letting people decide.

On National Tomato Day, we decided to bring an end to the #tomatodebate, and finally make a statement on whether tomato is a fruit or a vegetable.

To start the debate, we launched two new Heinz products: Heinz made from tomato fruits and Heinz made from tomato vegetables. Each bottle bought, became a vote. And people were also able to vote online on our dedicated website, on our social media platforms and by using the #tomatodebate.

In order to get more awareness around the idea, we launched the campaign during National Tomato day. We started with a film for social media and a billboard in Times Square. Both of them directing people to our dedicated website thetomatodebate.com, where people were able to vote and buy the limited-edition bottles of Heinz Ketchup made from fruits tomatoes and Heinz ketchup made from vegetables tomatoes. We also used the polls from social media platforms like Twitter and Instagram to allow more ways to vote. For almost a week people voted and we finally got to the results. To announce the result, we changed our website to www.heinzfruitketchup.com and launched a new commercial communicating them and also that Heinz will keep producing the winner bottle as a Heinz product.

The campaign brought a huge discussion about tomatoes, which happens to be the main ingredient in Heinz ketchup. This was the perfect opportunity for the brand to talk about the quality of their ingredients using the debate as the trigger. We received almost half a million votes in just 5 days. The campaign generated more than 80,000,000 media impressions and the #tomatodebate generated 685,000 interactions. Heinz announced that they'll keep producing the "winning" bottle. So the campaign will live forever with the Heinz ketchup made from tomato fruits, which can be bought at thetomatodebate.com. But most importantly people got involved, voting and sharing, making the campaign more organic and effective.