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Heinz Ketchup celebrates main ingredient with plantable tomato seed labels

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Heinz is offering condiment consumers in Sao Paulo the chance to grow tomatoes from a plantable label.

Click here to read the story at thedrum.com.

Discussion Questions:

  1. What is sustainability?
  2. Why do you think brands create marketing campaigns focused on sustainability?
  3. How does this story provide an example of that?
  4. Why do you think it is important to Heinz to position the brand as one that is invested in sustainability?
  5. What is promotion?
  6. Why do brands engage in promotional activities?
  7. What type of promotion is a limited-edition promotion?
  8. What type of limited-edition product is Heinz offering as part of this promotion?
  9. Based on information from this story, describe this promotion from Heinz.
  10. What is product differentiation?
  11. How might Heinz be differentiating its product with this promotion?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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