Instead of letting the “bottle label” just do the job of calling customers on the shelf, Heinz transforms it into a more impressive one. by allowing them to plant it longer And whoever posts a photo of the tomato growing to Heinz will also receive a restaurant discount card as a bonus.
This growable label was conceptualized by Heinz Brazil in collaboration with agency Africa. In a campaign called Tomato First, Heinz found that a number of consumers did not believe Heinz’s tomato sauce was based on tomatoes, so they did. A special version of the label has come up with 300 copies with tomato seeds inside. The products will only be available on the online store of the famous supermarket like Pao de Acucar.
Every month, Heinz also has an event for customers to buy that special label. That is to post pictures of tomato plants growing. and if any tomato plants are grown as they should be (It’s not like fooling around with a picture of a tomato plant anywhere) you’ll get a discount on your dining card.
Africa has also been working with arboreal influencers to grow tomato plants as well, citing their expertise. and can suggest techniques for planting well enough.