Heinz launched a campaign called "Grow Your Own" to educate people about where ketchup comes from and to show that it is made from fresh tomatoes rather than just being a packaged sauce. The campaign encouraged people to grow their own tomato plants from seeds distributed by Heinz by engaging Heinz's core audience of mothers and their children. Participants were able to track the progress of their plants, learn how Heinz grows its own tomatoes, and potentially win prizes by sharing photos online. The campaign was Heinz's most successful social media initiative to date, reaching over 11 million people on Facebook and engaging over 180,000 users.