Heinz Tomato Ketchup is kicking off its ‘Grow Your Own’ initiative from March 2017.
Designed to inspire families to grow tomatoes together, this year will see more than 500,000 tomato seed packs given away, as Kraft Heinz encourages consumers to care for their very own Heinz tomato plants, whilst reminding them that every bottle of its world famous ketchup is packed full of freshly grown sun-ripened Heinz tomatoes.
New for this year, Kraft Heinz is bringing an educational programme to schools using the recently launched Heinz Tomato Ketchup 50% Less Sugar & Salt variant. Through story and science-led activities, pupils will explore the journey of the tomato from field to fork. Teachers will be encouraged to sign up to the educational campaign and in return receive a guide with activity sheets, seed packs and branded growing pots.
Projected to drive awareness within 2,000 primary schools, the educational programme aims to reach more than 240,000 pupils and their families.
Schools and parents will be driven to the ‘Grow Your Own’ microsite (http://www.nationalschoolspartnership.com/growyourown.php) where they can sign up to the initiative to receive Heinz tomato seeds. The campaign will also be highlighted on Facebook .
The ‘We’ll Bottle It’ competition is returning for 2017, and consumers will be encouraged to upload pictures of their homegrown Heinz tomatoes to Facebook to be in with the chance of winning a personalised bottle of Heinz Tomato Ketchup - made using their own tomatoes.