Grow the tomatoes that make Heinz tomato ketchup by planting a Heinz ketchup label (infused with Heinz seeds from Heinz tomatoes). What a clever way to underline the brand’s naturalness. The idea comes from agency, Africa, in Brazil.

The aim is to underline the natural quality of the Heinz product that was born long before “natural” became important. It allows people to understand that the ketchup is made from tomatoes that are planted and cultivated by the company, following the strictest standards, resulting in a quality product full of flavour.

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,” commented Luana Sa, Heinz BR brand building manager. “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.”

The special limited-edition bottles are being given to consumers who shop Heinz products online at a supermarket chain in Sao Paulo, Brazil, during a limited period.

Credits:

Client: Heinz
Client Team: Cecilia Alexandre, Luana Sa & Israel Morais

Agency: Africa
Chief Creative Officer: Sergio Gordilho
Executive Creative Directors: Felipe Cury & Philippe Degen
Creative Directors: Douglas Reis & Henrique Martins
Associate Creative Director: Rafael Carvalho
Creative Team: Thiago Gomes & Felipe Farah
Digital Strategy: Carolina Patrocinio & Dayana Teixeira
Client Services: Heloisa Pupim, Leticia Fiaschi, Gabriela Ferrante & Carolina Svicero
Media: Luciana Pradom, Victor Berto, Mariana Almeida, Matheus Rocha & Amanda Santana
Community Managers: Amanda Porto & Isabella Silveira
Planning: Aldo Pini, Luciana Mussato, Henrique Kuniyosi, Flavia Antoniolli & Danilo Prado