Heinz - Tomato First

Heinz

Tomato First

Many customers still don't believe Heinz makes its ketchup from its tomatoes and five other natural ingredients. Intended to convey the organic origins of Heinz, the campaign promotes the fact that Heinz plants and cultivates its tomatoes to the highest agricultural standards to deliver the perfect flavor. To prove this, the Africa DDB Agency created a campaign putting seeds from Heinz's tomatoes on the package label. Now, the plantable labels are ready to be planted in the customer's home garden and harvest a fresh tomato after a few months. — What is Heinz's secret? Now, there is no secret anymore.
We've produced the key visuals, posters, and graphic trade material to spread this idea and create the biggest tomato farm ever!

We’ve made the illustrations in vector style, simplifying colors and shapes to bring a sophisticated harmony to the composition. We've created these arts in Adobe illustrator, using a texture brush trace to produce a rough edge aesthetic, and using natural forms to represent the elements, trying to build them with minimal necessary information.

It was a huge campaign with many pieces to adapt around the globe as such outdoors, billboards, posters, OOH, press, trade material and Social Media. The fact that we have used vectors to build these arts helped a lot in the application of all usage.