The success of a socially-led idea to reach mums and kids helped it grow into a fully integrated, pan-European campaign.

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Heinz Tomato Ketchup is bursting with
real tomatoes. But people can forget
where their ketchup comes from

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In 2013, Heinz wanted to remind mums and kids
that only the firmest, juiciest, freshest tomatoes
make it into their sauce, and on to their plate

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So, we invited mums and kids to grow their own!

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Grow Your Own was a huge success,
reaching a third of the UK’s Facebook population.
Thousands of families grew their own tomatoes

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Then, just like our fans’ tomatoes,
Grow Your Own grew and grew

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In 2014 the campaign featured
a wider digital scope and on-pack promotion

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In 2015 it grew yet again,
this time into a pan-European campaign,
localised across six markets

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It grew to a fully integrated campaign,
with digital, in-store and even TV activations

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So far, Grow Your Own has reached almost
30 million people on social media alone,
with heaps of comments and loads of love for Heinz

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Thousands of mums and kids
have shared their tomato growing
experiences with Heinz

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Best of all, Grow Your Own has helped around
90,000 families in Europe grow their own tomatoes
with free packets of tomato seeds

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Showing how putting social thinking at the heart of
your marketing can help it grow bigger and better –
just like our tomatoes