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Ketchup, but tomato first. Thinking about evidencing the main ingredient and differential of the most loved ketchup worldwide, Heinz invites consumers to get to know part of its unmatched flavor, planting a ketchup label at home, with Heinz Seeds, from Heinz tomatoes. The action is part of the campaign “Tomato First”, developed by ad agency Africa in Brazil.

The campaign highlights the main ingredient of famous Heinz Ketchup: the tomato. Doing so, the brand wishes to show that its product quality comes from the ingredients’ origin and naturalness, inviting the consumer to plant and cultivate Heinz tomatoes at home. The purpose is that people can understand that the Ketchup is made of tomatoes that are planted and cultivated by the company, following the strictest standards, resulting in a quality product full of flavor known and praised by the consumer.

The idea came from a consumers’ insight: “We noticed that many people still do not believe Heinz Ketchup is essentially made of tomato. 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”, comments Luana Sa, Heinz BR brand building manager.

This special and limited edition comes as a gift to consumers who shop Heinz products online at a supermarket chain in Sao Paulo, Brazil, during a limited period.