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We Are Social's Heinz Grow Your Own 2015 Case Study

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We Are Social Client Name × Document Title × Date × Page 1


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. We Are Social Heinz Tomato Ketchup is bursting with real tomatoes. But people can forget where their ketchup comes from Client Name × Document Title × Date × Page 2


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In 2013, Heinz wanted to remind mums and kids that only the firmest, juiciest, freshest tomatoes make it into their sauce, and on to their plate We Are Social Client Name × Document Title × Date × Page 3


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  !   So, we invited mums and kids to grow their own! We Are Social Client Name × Document Title × Date × Page 4


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Grow Your Own was a huge success, reaching a third of the UK’s Facebook population. Thousands of families grew their own tomatoes We Are Social Client Name × Document Title × Date × Page 5


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We Are Social Then, just like our fans’ tomatoes, Grow Your Own grew and grew Client Name × Document Title × Date × Page 6


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In 2014 the campaign featured a wider digital scope and on-pack promotion We Are Social Client Name × Document Title × Date × Page 7


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.     We Are Social In 2015 it grew yet again, this time into a pan-European campaign, localised across six markets Client Name × Document Title × Date × Page 8


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It grew to a fully integrated campaign, .     with digital, in-store and even TV activations We Are Social Client Name × Document Title × Date × Page 9


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So far, Grow Your Own has reached almost 30 million people on social media alone, with heaps of comments and loads of love for Heinz We Are Social Client Name × Document Title × Date × Page


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Thousands of mums and kids have shared their tomato growing experiences with Heinz We Are Social Client Name × Document Title × Date × Page 11


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Best of all, Grow Your Own has helped around 90,000 families in Europe grow their own tomatoes with free packets of tomato seeds We Are Social Client Name × Document Title × Date × Page 12


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Showing how putting social thinking at the heart of your marketing can help it grow bigger and better – just like our tomatoes We Are Social Client Name × Document Title × Date × Page 13


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