Tomato First: Heinz Invites Consumers To Plant The Tomatoes That Give Rise To Its Unique Ketchup

To reinforce Heinz ketchup naturalness and superior quality, the brand launches a special and limited edition of Heinz ketchup that comes with a plantable label

Ketchup, but tomato first. Thinking about evidencing the main ingredient and differential of the most loved ketchup worldwide, Heinz invites consumers to get to know part of its unmatched flavor, planting a ketchup label at home, with Heinz Seeds, from Heinz tomatoes. The action is part of the campaign “Tomato First”, developed by ad agency Africa in Brazil.

The campaign highlights the main ingredient of famous Heinz Ketchup: the tomato. Doing so, the brand wishes to show that its product quality comes from the ingredients’ origin and naturalness, inviting the consumer to plant and cultivate Heinz tomatoes at home. The purpose is that people can understand that the Ketchup is made of tomatoes that are planted and cultivated by the company, following the strictest standards, resulting in a quality product full of flavor known and praised by the consumer.

The idea came from a consumers’ insight: “We noticed that many people still do not believe Heinz Ketchup is essentially made of tomato. With this action, we wish to show that our ketchup has this distinct flavor because we put tomato in the first place, from our seeds, Heinz Seeds, which we plant and cultivate at home. The Plantable Label reinforces Heinz Ketchup quality and superiority, praising our main ingredient and invites the consumer to take part and understand more about this process”, comments Luana Sa, Heinz BR brand building manager.

This special and limited edition comes as a gift to consumers who shop Heinz products online at a supermarket chain in Sao Paulo, Brazil, during a limited period.

Heinz Tomato

To ensure Heinz tomatoes quality, the brand has spread Tomato Cultivation Masters around the world, in charge of monitoring each growth stage of the ketchup main ingredient. Besides Heinz Seeds, other Heinz Tomato differentials are at the plantations with perfect irrigation and maturing time so they develop with ideal sweetness and flavor before being harvested.

Other stages of the careful process include plantation transport and tomatoes processing within few hours after harvesting, tomatoes selection (the ones out of 100% perfect do not get in ketchup production), 96° precise temperature cooking to maximize flavor, extraction and evaporation.

Label’s translation: Plant this label and find out from where it comes Heinz Ketchup’s flavor.


Title: Plantable Label

Agency: Africa

Client: Heinz

Product: Ketchup

CCO: Sergio Gordilho

ECDs: Felipe Cury / Philippe Degen

Creative Directors: Douglas Reis / Henrique Martins

Associate Creative Director: Rafael Carvalho

Creative Team: Thiago Gomes / Felipe Farah

Digital Strategy: Carolina Patrocinio / Dayana Teixeira

Client Services: Heloisa Pupim / Leticia Fiaschi / Gabriela Ferrante / Carolina Svicero

Media: Luciana Prado / Victor Berto / Mariana Almeida / Matheus Rocha / Amanda Santana

Community Managers: Amanda Porto / Isabella Silveira
Planning: Aldo Pini / Luciana Mussato / Henrique Kuniyosi / Flavia Antoniolli / Danilo Prado

Client approval: Cecilia Alexandre / Luana Sa / Israel Morais

Source: AFRICA

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