Grow Your Own
We helped Heinz raise awareness and penetration of Heinz Tomato Ketchup 50% Less Sugar and Salt, with the Grow Your Own programme.
Heinz wanted to raise awareness and penetration amongst families of their 50% Less Sugar and Salt products.
We helped by developing the Grow Your Own programme for schools, which reinforces the natural ingredients used in the making of ketchup. Through a hands-on education programme, young people learned about the journey of the tomato – from the field to mealtimes, and were given tomato seeds to experience growing their own plants.
We designed and created inspiring downloadable resources for ages 5-7, including cross-curricular activity ideas, pupil activity sheets and a highly engaging e-storybook teaching children about the life cycle of the tomato plant, using the cheeky ‘tomato twins’ characters, Henry and Holly. Schools also received a Grow Your Own pack – containing tomato seeds, branded growing cups, and teacher guidance.
The Grown Your Own pack also contained a leaflet for pupils to take home to their parents to ensure the programme was reaching the whole family.
We used a multi-channel communications strategy to engage teachers and parents including:
In the first two weeks of the Grown Your Own programme going live we reached our target of registering 2,000 schools for the Grow Your Own packs.
So far, 3 million tomato seeds have been sent to schools, with over 240,000 pupils and parents growing tomatoes as we speak!
Thanks so much! We are looking forward to growing a few tasty tomatoes!!
Absurdly delighted that we’ve been chosen. It’s a wonderful opportunity for the pupils. Much appreciated.