Heinz is raising awareness about soil degradation through a collaboration with Fortnite.
In partnership with Druid Gaming and creative agency GUT São Paulo, Heinz has launched a dedicated Fortnite island called ‘S.O.S. Tomato Island’ to engage players and educate them about the importance of maintaining soil health.
Inspired by Heinz’s own tomato farms, the themed island in Fortnite immerses players in the responsibility of caring for a virtual tomato farm. Leveraging Fortnite’s gameplay mechanics, the island features a rapidly shrinking environment which symbolises the alarming rate at which soil health is deteriorating. The interactive experience is supported by a multi-channel campaign and a Twitch activation.
The campaign also goes beyond the virtual world. As part of its soil health programme, Heinz pledges to protect an additional 13.5 million acres of soil in the real world, supplementing its existing environmental initiatives. This real-world element looks to further reinforce Heinz’s sustainable practices.
The Fortnite initiative is strategically targeted towards Gen Z and Gen Alpha, harnessing their enthusiasm for gaming and their strong affinity for environmental causes. S.O.S. Tomato Island not only offers an enjoyable gaming experience but also positions Heinz as a socially and environmentally conscious brand.
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