News Summary:
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To raise awareness and educate players about the vital importance of healthy soil in our global food system, Heinz is partnering with gaming-focused company Druid Gaming to launch the campaign. his latest, named “Tomato SOS”.
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Heinz is working on his latest power game in Fortnite, hoping to highlight the root of a literal problem – the declining health of soil around the world.
Produced by the creative company 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 during which some of the most followed creators on Twitch will unlock a preview of the game ahead of the official launch date.
The rapidly shrinking safe zone – the game’s core mechanics forcing competitive players into a shrinking area of the game map – will appear on the game’s Fortnite island, reflecting the speed health decline on the ground rapidly. Players will also be tasked with overcoming Storm in the game, 33% faster than in Fortnite Battle Royale and Zero Build.
It is estimated that 95% of the world’s food is produced directly or indirectly in the soil. However, environmental experts warn that the current state of our world’s soil is threatened and could disappear in just a generation if no action is taken.
An in-game map on the island will also attempt to replicate Heinz’s tomato growing processes, showcasing the brand’s drive towards renewable and sustainable practices. Players can begin their journey inside a greenhouse, where young tomato plants are first planted, before being transplanted into the field and developing into mature tomato plants. With Heinz pledging to protect an additional 13.5 million square meters of land, the franchise also hopes the player experience will have a positive impact on the real world.
Cristina Kenz, Growth and Sustainability Manager at Heinz, said: “Through this commitment, we are building better soils that not only nurture our unique tomato plants but also have the potential capacity to help store carbon – a key pillar of our roadmap towards achieving net-zero carbon emissions by 2050.” She added: “We can all literally do our part to protect our land and the delicious food that comes from it. This is a battle worth fighting.”
