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Heinz Grow Your Own 2015 Case Study from We Are Social

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 Grow Your Own 2015 Case Study from We Are Social

  1. 1. We Are Social Client Name × Document Title × Date × Page 1
  2. 2. We Are Social Client Name × Document Title × Date × Page 2 . Heinz Tomato Ketchup is bursting with real tomatoes. But people can forget where their ketchup comes from
  3. 3. We Are Social Client Name × Document Title × Date × Page 3 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
  4. 4. We Are Social Client Name × Document Title × Date × Page 4   !   So, we invited mums and kids to grow their own!
  5. 5. We Are Social Client Name × Document Title × Date × Page 5 Grow Your Own was a huge success, reaching a third of the UK’s Facebook population. Thousands of families grew their own tomatoes
  6. 6. We Are Social Client Name × Document Title × Date × Page 6 Then, just like our fans’ tomatoes, Grow Your Own grew and grew
  7. 7. We Are Social Client Name × Document Title × Date × Page 7 In 2014 the campaign featured a wider digital scope and on-pack promotion
  8. 8. We Are Social Client Name × Document Title × Date × Page 8 .     In 2015 it grew yet again, this time into a pan-European campaign, localised across six markets
  9. 9. We Are Social Client Name × Document Title × Date × Page 9 .     It grew to a fully integrated campaign, with digital, in-store and even TV activations
  10. 10. We Are Social Client Name × Document Title × Date × Page 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
  11. 11. We Are Social Client Name × Document Title × Date × Page 11 Thousands of mums and kids have shared their tomato growing experiences with Heinz
  12. 12. We Are Social Client Name × Document Title × Date × Page 12 Best of all, Grow Your Own has helped around 90,000 families in Europe grow their own tomatoes with free packets of tomato seeds
  13. 13. We Are Social Client Name × Document Title × Date × Page 13 Showing how putting social thinking at the heart of your marketing can help it grow bigger and better – just like our tomatoes

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