Heinz: Grow Your Own case study

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Heinz: Grow Your Own case study

  1. 1. Heinz: Grow Your Own we are social
  2. 2. Heinz wanted people to realise that ketchup isn’t just a packaged sauce. It’s full of fresh, ripe, tomatoey goodness we are social
  3. 3. But how do you re-educate a nationabout a product that’s been around for over 130 years? we are social
  4. 4. we are social We decided to show people that Heinz Tomato Ketchupis grown, not made!
  5. 5. We took a hands on approach, by getting people to actually grow their own tomatoes! we are social
  6. 6. We engaged with Heinz’s core audience of mums, by encouraging them to get their kids involved
  7. 7. It was activated through the Heinz Tomato Ketchup Facebook page, with a dedicated ‘Grow Your Own’ hub
  8. 8. Fans could enter their details to be sent their own pack of tomato seeds…
  9. 9. …which were distributed completely free of charge, courtesy of Heinz! we are social
  10. 10. A Tomato School helped fans find out how Heinz grows its own tomatoes, and how they fit into the Heinz Tomato Ketchup recipe
  11. 11. Fans could also learn how to grow their own tomatoes, from planting seeds and nurturing blooms… we are social
  12. 12. …to picking their own fully grown, juicy tomatoes! we are social
  13. 13. Fans were able to post their own photos throughout all the stages of growth in our ‘Greenhouse Gallery’
  14. 14. Inspiring other would-be tomato growers
  15. 15. By posting photos, they could also win exclusive Heinz Tomato Ketchup branded garden goodies we are social
  16. 16. while at the same time promoting healthy, organic eating. We also created an interactive ‘Grow Your Own’ game, where people could ‘virtually’ grow their own tomatoes!
  17. 17. ‘Grow Your Own’ was Heinz’s most successful social media campaign to date we are social
  18. 18. The ‘Grow Your Own’ game was played 59,203 times
  19. 19. Bloggers loved the campaign, with tons of positive posts about their experience of ‘growing their own’
  20. 20. while at the same time promoting healthy, organic eating. Hundreds of people shared their experiences on Facebook
  21. 21. There were over 300 photos uploaded over the course of the campaign we are social
  22. 22. During the campaign, the Heinz Tomato Ketchup Facebook page gained a huge 66,396 new likes we are social
  23. 23. we are social And the campaign reached over 11 million people on Facebook alone
  24. 24. With over 180,000 engaged Facebook users
  25. 25. Most importantly, we sent out a whopping 31,627 packets of tomato seeds – that’s thousands and thousands of green fingered mums and kids…
  26. 26. …all learning about Heinz Tomato Ketchup, its ingredients and growing their own tomatoes!

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