Heinz: Picture a World
Art has been used for centuries to reflect the world around us. So we borrowed an iconic Vincent van Gogh painting to raise awareness of global soil degradation and what Heinz are doing to help.
Activist Agency
Requirement
Heinz are an iconic brand around the world – but when it came to their sustainability credentials, people weren’t aware of the scale of action the brand were taking.
They wanted to translate the strong agricultural commitments contained within their corporate ESG strategy into a branded action that would raise awareness of their agriculture commitments and drive fame for the brand.
They wanted to translate the strong agricultural commitments contained within their corporate ESG strategy into a branded action that would raise awareness of their agriculture commitments and drive fame for the brand.
response
Art has been used for centuries to reflect the world around us. So we borrowed an iconic Vincent van Gogh painting to raise awareness of global soil degradation and what Heinz are doing to help.
response
The immersive exhibition took place over three days at the world famous Thyssen museum in Madrid where visitors were taken on a journey from future, present to past, picturing what a world could look like if we don’t act to protect soil health.
Response
Visitors were presented with this narrative but ended with a message of hope, bringing to life what Heinz have been doing to improve soil health with local farmers in Spain as part of their commitment to achieving 100% sustainable ketchup tomatoes by 2025.
results
58 million PR impressions from the exhibit.
Over 2,000 visitors in 3 days.
Coverage from 61 Media Outlets.
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