Heinz's launches its S.O.S. Tomatoes Island. Sustainable lessons through gaming.

Heinz has added a new game to the popular multiplayer game Fortnite in an effort to inform players about how the planet's soil is degrading. The campaign's objective is to educate people between the ages of 18 and 34 about the global decline in soil health.

Heinz wants to promote sustainable practises like crop rotation, cover crops, and soil covering because factors like climate change that are ruining the health of the soil.

Learning lessons through gaming

Players will be able to observe tomato growth, greenhouse growing techniques, and the development of mature tomato plants through the game itself. In order to emphasise the rate at which soil health is deteriorating, players will also be challenged to run faster than the speed of soil degradation.

This one-of-a-kind island in Fortnite was created to raise consumer awareness of the crucial role that healthy soil plays in our food systems. It was inspired by the farms of Heinz's tomato growers.

In 2020, the brand made a commitment to further enhance its sustainable agricultural practices to protect good food for future generations to enjoy.

The island’s scenery includes Heinz-branded tomato farms that demonstrates some of the sustainable and regenerative practices that Heinz supports in the real world such as crop rotation.

Playing in the virtual world will also have a positive impact in the real one, with Heinz committing to help protect an extra 13.5Mm² of soil – more than 1600 football pitches – as part of the initiative.

Players will be able to access Heinz's S.O.S. Tomatoes Island by entering the code "1877-1435-6432" on the island code page found on Fortnite's "Discover" screen.

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