Heinz, makers of the world’s favourite ketchup, has announced its latest play in gaming, aiming to shine a light on the world's declining soil health.
Soil plays an essential part in the food system. In fact, it’s estimated that 95% of the food we eat is directly or indirectly produced in soils. But according to environmental experts, our soils are at risk and could be gone in as little as a generation if we don’t act.
To drive awareness, Heinz and E-Sports experts, Druid Gaming, have created a one-of-a-kind island on Fortnite inspired by Heinz’s tomato growers’ farms, designed to educate consumers on the fundamental role healthy soil plays as part of our food systems.
Heinz is calling out an S.O.S., asking players to help change the course and ensure it’s not game over for its tasty tomatoes and food, grown from healthy soils. The game will feature a shrinking safe zone developed to bring to life the rapid rate at which soil health is declining, with players tasked to out-run ‘The Storm’ – 33% faster than in Fortnite Battle Royale and Zero Build.
But there is good news, playing in the virtual world will have a positive impact on the real world, with Heinz helping to protect an extra 13.5M m2 of soil (equating to more than 1600 football pitches).
Players will be able to experience Heinz’s tomato growing journey in the game, starting in greenhouses that house infant tomato plants, which are then transplanted into fields where they grow into mature tomato plants.
The island demonstrates just some of the sustainable and regenerative practices Heinz supports in the real world, in order to grow great quality tomatoes used to make the best tasting ketchup fans know and love.
Practices designed to improve soil health include cover cropping, crop rotation, and maintaining soil cover.
In 2020, the brand made a commitment to further enhance its sustainable agricultural practices to protect good food for future generations to enjoy.
Dreamt up by creative agency, GUT São Paulo, the campaign will be supported with a 360-degree marketing plan, utilising earned, paid and owned channels. A tease phase will see some of the biggest names on Twitch unlock a play preview ahead of the consumer launch date.
Cristina Kenz, Chief Growth & Sustainability Officer for Heinz said; “When it comes to Heinz, it all starts with our delicious tomatoes. That’s why we’ve committed to have 100% sustainably grown tomatoes for ketchup globally by 2025. Through this commitment, we are building better soils that will not only feed our unique tomatoes but has the potential to help store carbon, an important pillar in our roadmap to aim to achieve net zero carbon emissions by 2050.
“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.”
Players will be able to access Heinz’s S.O.S. Tomatoes Island from Thursday 16th March, entering code ‘1877-1435-6432’ on the island code page found on Fortnite’s “Discover” screen. Consumers will be able to discover more about Heinz’s sustainable practices by visiting www.heinz.com/sos-tomatoes.
This is an independently created Fortnite Creative experience and is not sponsored, endorsed or administered by Epic Games, Inc.
ABOUT THE HEINZ S.O.S. TOMATOES COMMITMENT: For this game, Heinz makes additional funds of $100,000 available which equals to a total of 13.5 million m2 of soil which will benefit as a result of this game.
*source press release