Heinz has released a new game into the multiplayer game Fortnite in a bid to educate gamers on the degradation of soil on earth.
The ‘SOS Tomatoes’ game will be accessible via Fortnite’s ‘Discover’ screen and will require the code: 1877-1435-6432.
The intention of the campaign is to educate those aged between 18 – 34 on the decline of soil health across the world. With factors like climate change reportedly ruining the health of soil, Heinz wishes to promote sustainable actions and practices, including crop rotation, cover cropping and soil covering.
The game itself will enable players to experience tomato growth, witnessing greenhouse methods of growing and the growth of mature tomato plants. Players will also be challenged to run faster than the speed of soil degradation to highlight the rate at which the health of soil is degrading.
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“We want to connect with audiences in new and meaningful ways, which is where our consumer obsession comes in,” Heinz chief growth and sustainability officer, Cristina Kenz, told The Drum. “By really getting to know our consumers and tapping into popular culture … By hijacking the features in Fortnite, we were able to relay a serious message in an authentic and fun way.”
