The hypothesis ~ later confirmed ~ behind Hellmann's Grow With Us, was that real time interaction with our farm and production processes would change the way consumers perceived Hellmann's Ketchup and increase sales.

Promoting a meaningful Interaction at the POS shifted consumer’s perception of Hellmann's Ketchup from an artificial condiment to a natural product, made with real and sustainable tomatoes, grown in real farms by real farmers.

The activation kept the interaction and experience personal, a key element for the promo success. The users of our Interactive Displays could play music to the tomatoes ~ thanks to a partnership with Spotify ~ , decide the farmers chores and even adopt baby tomatoes. Real time interaction was taken to the next level – breaking all the barriers from the field to the shelf, a very powerful Activation that made a promo message more real than ever.

We opened the doors of a Hellmann’s farm in Talca (Chile), placed cameras in key locations, including farmer’s hats, and live streamed the process of tomato cultivation through our digital platform.

Users could interact with farmers, deciding what they’d do next and could even adopt tomatoes. We also partnered with Spotify and invited people to crowdsource playlists that played on our fields in real time, encouraging plants to grow.

Through interactive videos, they experienced making ketchup, from seeds to bottling. At the supermarket, we offered to shoppers the opportunity to interact live with the farmers who grow our tomatoes.

In 10 days, Grow With Us reached 90 million people, promoting Hellmann’s enthusiasm for naturalness. People from 110 countries interacted with our farm, playing music to our tomatoes, helping our farmers cultivate them and even adopting single tomatoes.

But our best results so far have been the brand's 47% advance in perceived naturalness; the 78% raise in brand consideration and the share of market increase of 10% during the campaign quarter. With Hellmann’s farm’s doors wide open, we proved that the best way to talk about transparency is to let our customers see and experience the truth about our product.