S.O.S Tomatoes

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Soil degradation is killing tomatoes faster than you think and that compromises the future of ketchup. Join the fight against soil destruction by playing the Heinz SOS Tomatoes island on Fortnite - An island that mirrors the speed of healthy soil destruction in the real world.

Playing in the virtual world will have a positive impact on the real world. Each play = 1sq meter of soil cover cropped.

"Heinz is using Fortnite to spread its sustainability message to gamers."

The launching took place in different countries, such as US, UK, Spain, Saudi Arabia, Poland and Canada, but the commotion spread among players worldwide causing a variety of reactions. Some hated our map for being too fast, some loved the challenge, but all of them learned something about how fast soil destruction is happening. And we edited those reactions in social short contents, of course.

If you did not have the opportunity to play Heinz map, you can check a little bit of it here. We developed an entire island from scratch using Fortnite creative mode. Take a look.

During the campaign, Heinz also ran special OOHs around the world. We took the conversation to the streets too to engage more people on the game and also on sustainability.

A counter billboard displayed in real time the amount of players that already had join the fight against soil destruction.

On London and Manchester we also directly thanked some of the players for joining us on this important run.

And here is the visual identity developed during the process to reinforce the threat to the future of tomatoes, ketchup and mankind.