Heinz launched a campaign called "Grow Your Own" to educate people about where ketchup comes from and to show that it is made from fresh tomatoes rather than just being a packaged sauce. The campaign encouraged people to grow their own tomato plants from seeds distributed by Heinz by engaging Heinz's core audience of mothers and their children. Participants were able to track the progress of their plants, learn how Heinz grows its own tomatoes, and potentially win prizes by sharing photos online. The campaign was Heinz's most successful social media initiative to date, reaching over 11 million people on Facebook and engaging over 180,000 users.

1. Heinz:
Grow Your Own
we are social

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. But how do you re-educate a nationabout a product
that’s been around for over 130 years?
we are social

4. we are social
We decided to show people that
Heinz Tomato Ketchupis grown, not made!

5. We took a hands on approach, by getting people
to actually grow their own tomatoes!
we are social

6. We engaged with Heinz’s core audience of mums,
by encouraging them to get their kids involved

7. It was activated through the Heinz Tomato Ketchup
Facebook page, with a dedicated ‘Grow Your Own’ hub

8. Fans could enter their details
to be sent their own pack of tomato seeds…

9. …which were distributed completely free of charge,
courtesy of Heinz!
we are social

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. Fans could also learn how to grow their own tomatoes,
from planting seeds and nurturing blooms…
we are social

12. …to picking their own
fully grown, juicy tomatoes!
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13. Fans were able to post their own photos throughout all
the stages of growth in our ‘Greenhouse Gallery’

14. Inspiring other would-be tomato growers

15. By posting photos, they could also win exclusive
Heinz Tomato Ketchup branded garden goodies
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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. ‘Grow Your Own’ was Heinz’s
most successful social media campaign to date
we are social

18. The ‘Grow Your Own’ game was played 59,203 times

19. Bloggers loved the campaign, with tons of positive
posts about their experience of ‘growing their own’

20. while at the same time promoting healthy,
organic eating.
Hundreds of people shared
their experiences on Facebook

21. There were over 300 photos uploaded
over the course of the campaign
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22. During the campaign, the Heinz Tomato Ketchup
Facebook page gained a huge 66,396 new likes
we are social

23. we are social
And the campaign reached over 11 million people
on Facebook alone

24. With over 180,000 engaged Facebook users

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. …all learning about Heinz Tomato Ketchup, its
ingredients and growing their own tomatoes!