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Heinz Ketchup designs plantable label

Heinz, ketchup, plantable, label, seed, campaign

Heinz has started an awareness campaign to bring customers closer to the true roots of this ketchup empire. Now the origin of “tomato ketchup” seems pretty obvious, but in a recent survey, Heinz found that most of their consumers “don’t believe that Heinz ketchup is made from tomatoes”.

They chose to include real tomato seeds in the labels of 300 bottles of their signature sauce. These “plantable” labels are sold exclusively through the online channels of Heinz and the supermarket chain Pao de Açúcar in São Paulo.

As an incentive for customers, once they have bought and grown their own plant, they are encouraged to post a picture of their plant for restaurant discounts.

As part of the “Tomato First” campaign, which was developed by the Africa advertising agency in Brazil, the campaign celebrates the red ripe tomatoes that are squeezed into each bottle with the green finger.

Luana Sa, Brand Building Manager at Heinz Brazil, explains: “We noticed that a lot of people still don’t believe that Heinz Ketchup is essentially tomato. With this campaign, we want to show that our ketchup has this special taste, because we primarily plant tomatoes from our Heinz Seeds, which we grow and grow at home. The plantable label underlines the quality and superiority of Heinz Ketchup, praises our main ingredient and invites consumers to join in and learn more about this process. “

The ketchup focus follows a new branding for the food giant, which is now marketing its beans with the line ‘Beanz means more’, a further development of the Beanz Meanz Heinz slogan, which was first introduced in the 1960s.