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Heinz Creates ‘Plantable’ Ketchup Labels That Can Be Used To Grow Tomatoes
By Mikelle Leow, 28 Sep 2021
Image via Agência Africa
Rather than letting its labels sit on their bottles on countertops, Heinz is turning them into a little history lesson to lead customers straight to the source: the humble tomato.
As it turns out, many consumers “do not believe Heinz Ketchup is essentially made of tomato,” Heinz Brazil’s brand building manager Luana Sa shares in a statement. To double down on the condiment’s origin, the brand has rolled out “plantable” labels containing tomato seeds to reaffirm that it’s always the “Tomato First.”
Heinz Brazil’s advertising partner, Africa, could have just slapped a graphic of a tomato on the packaging and call it a day. However, by growing your own tomatoes, it nurtures an understanding of the initial process behind ketchup production, like tomato selection and harvesting, before the produce is even cooked and treated.
“With this action, we wish to show that our ketchup has this distinct flavor because we put tomato in the first place, from our seeds, Heinz Seeds, which we plant and cultivate at home. The plantable label reinforces Heinz Ketchup quality and superiority, praising our main ingredient and invites the consumer to take part and understand more about this process,” explains Sa.
Only 300 plantable labels have been created, and they’re sold on bottles available on Heinz’s online channels and the Pao de Acucar supermarket chain in Sao Paulo. To encourage the activity, customers who have snagged one are invited to post a photo of their tomato plant in exchange for restaurant discounts.
[via Ad Age, cover image via Agência Africa]
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