Coral Cripps
Mar 17, 2023

Heinz launches tomato and soil awareness campaign in Fortnite

Players will have access to Heinz’s 'SOS tomatoes' island from 16 March.

Heinz launches tomato and soil awareness campaign in Fortnite

Heinz is making its latest power play in Fortnite, hoping to shine a spotlight on a literal root problem – the world’s declining soil health.

To raise awareness and educate players on the critical importance of healthy soil in our global food systems, Heinz is partnering with gaming-focused agency Druid Gaming to launch its latest campaign, dubbed “SOS tomatoes”. 

Produced by creative agency GUT São Paulo, the campaign will launch a 360-degree marketing plan, using earned, paid and owned channels. It will also include a teaser phase, where some of the most-followed Twitch creators will unlock a play preview ahead of the consumer launch date.

It’s estimated that 95% of the world’s food is either directly or indirectly produced in soils. However, environmental experts are warning that the current state of our world’s soils are at risk and could be gone in as little as a generation if action isn’t taken.

A rapidly shrinking safe zone – the core mechanic of the game that forces competing players into a diminishing area of the game map – will be featured within the Fortnite island in the game, conveying the rapid rate in which soil health is declining. Players will also be tasked to outrun an in-game storm, which will be 33% faster than in Fortnite Battle Royale and Zero Build.

An in-game map within the island will also attempt to recreate Heinz's tomato farming processes, demonstrating the brand's attempts at sustainable and regenerative practices. Players can start their journey inside greenhouses where infant tomato plants are first raised, before they are transplanted into fields and turned into mature tomato plants. 

With Heinz pledging to protect an extra 13.5 million square-metres of soil, the brand also hopes that the player experience will thereby make a positive impact on the real world.

Cristina Kenz, chief growth and sustainability officer for Heinz, said: “Through this commitment, we are building better soils that will not only feed our unique tomatoes but have the potential to help store carbon – an important pillar in our roadmap to aim to achieve net-zero carbon emissions by 2050.”

She added: "We can all play a part, quite literally, to protect our soil and the delicious food that grows from it. It’s a battle worth fighting for.”

Source:
Campaign UK

Related Articles

Just Published

23 minutes ago

Sleepy drivers get a serious wakeup call

A new campaign by Victoria’s Transport Accident Commission (TAC) highlights a simple rule to discourage drivers from getting behind the wheel while tired.

41 minutes ago

How Stephen King changed advertising forever

Not quite as scary but equally gripping, Forsman & Bodenfors' Siddhant Lahiri unpacks the impact of the famed author on the role of strategists in the industry—and why, 50 years on, his work is still a thriller.

5 hours ago

Samsung unveils its 'new era of AI TV' in immersive ad

Global campaign was created by BBH Singapore.

5 hours ago

Agency Report Cards 2023: We grade 31 APAC networks

Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.