Global food group Kraft Heinz is heading back to school throughout March for its ‘Grow Your Own’ initiative, a long-term bid to convince families to produce their own tomatoes.
As inspiration the company is handing out 500k tomato seed packs, encouraging children to tend their very own tomato plants while reminding them that every bottle of Heinz Tomato Ketchup contains sun-ripened tomatoes of its own.
Coupled with a social media and digital advertising push the campaign will this year tie-in with the launch of a new condiment variant containing 50 per cent less sugar and salt by taking their message direct to primary school children around the UK.
Teachers are being encouraged to sign-up for an educational campaign to further this message with hands-on science activities, seed packs and branded growing pots to explore the tomato journey from seed to plate.
Ashley White, marketing manager from Kraft Heinz remarked: “’The Grow Your Own’ campaign will aim to drive relevancy and increase frequency of consumption, helping retailers to boost sales of our much-loved product. The initiative will also help to close the gap between growing your own tomatoes and what goes into Heinz Tomato Ketchup.”
Kraft Heinz aim to reach 2,000 primary schools with the initiative, communicating their message to some 240,000 pupils and their families in the process.
Source: The Drum