Fertile marketing
To prove that the Heinz brand cooks with real products and to differentiate itself from industrial preparations using artificial flavors or colors, the Brazilian marketing agency Africa has developed an original concept: labels to plant.
Since the end of September, a limited edition of the packaging is decorated with edible labels containing tomato seeds selected by Heinz. Thus, fans and detractors of the brand are invited to reproduce at home the mythical sauce.
Luana Sa, Heinz Brazil Brand Development Manager, justifies this marketing operation by the fact that " many people still don't believe that Heinz Ketchup is essentially made of tomatoes. With this action, we want to show that our ketchup has that distinct flavor, because we put the tomato first, from our seeds, Heinz Seeds, which we plant and grow at home. The planting label reinforces the quality and superiority of Heinz ketchup. It praises our main ingredient and invites the consumer to participate and better understand this process. »
A communication strategy based on the user experience
This campaign, called " Tomato first ", aka " Tomatoes first ", is accompanied by notices " Tomato Cultivation Masters " explaining the different stages of harvesting, transportation and processing of the main ingredient of Heinz ketchup.
The relay on social networks consists in particular in encouraging Heinz customers to post their harvest on the firm's walls. In exchange, participants are credited with discount coupons in restaurants selected by Heinz.
Also, on Instagram, the brand broadcasts for 150 days, equivalent to the production cycle of the Heinz tomato, content enriched with tips and instructions necessary for optimal growth. At the same time, guest gardeners publish the progress of their garden so that consumers can convince themselves of the natural origin of the products.
