Heinz is hoping young Fortnite fans will help raise awareness about declining soil health.

Heinz’s “S.O.S. Tomatoes” is a fast-shrinking Fortnite map designed to educate consumers on the fundamental role healthy soil plays for its food systems, part of the CPG’s “good for the planet is good for business” CSR positioning.

In a typical Fortnite match, the playable area on the map slowly shrinks as the game goes on, a way of directing players into combat with each other. In partnership with esports organization Druid Gaming, Heinz created a version of a Fortnite map that shrinks 33% quicker than usual to demonstrate the rapid rate soil health is declining. The island also has various custom constructions that shows the sustainable and regenerative practices Heinz supports in the real world.

The company says the strategy behind this campaign leans into Heinz’s broader strategy of connecting with audiences in new and meaningful ways that go beyond the traditional advertising toolkit to solve business challenges globally, without focusing too much on a regional approach.

In 2020, the world’s largest processing tomato buyer, announced it was attempting to do more to enhance its sustainable agricultural practices and “future proof” its tomatoes.

“When it comes to Heinz, it all starts with our delicious tomatoes,” says Christina Kenz, chief growth and sustainability officer for Heinz. “That’s why we’ve committed to achieving sustainably sourced ketchup tomatoes globally by 2025.”

According to Kenz, through this commitment, the company is building better soils that that will help feed its tomatoes but will also have the potential to help store carbon, an important pillar in its roadmap to aim to achieve net zero carbon emissions by 2050.

Although this is a global campaign, the company says it is focusing on an overall push in North America and is also working with various influencers across the globe to push this story, including ones in Canada such as Haligonian Nick Eh 30 (see, below) a YouTube gamer, live streamer and professional Fortnite player.

Heinz claims that playing in the virtual world will have a positive impact on the real world, with the company helping to protect the equivalent of an extra 1,600 soccer fields of soil.

The initiative was done by creative agency Gut São Paulo, and the campaign will be supported with a 360-degree marketing plan, utilizing earned, paid and owned channels, which will be supported by Zeno Group in Canada.