• by Karlene Lukovitz  @KLmarketdaily, April 6, 2018

In the latest of what seems to be a growing number of campaigns keying off a "national holiday" dedicated to some food or beverage, Heinz Ketchup is looking to drum up buzz, and sales, via a tongue-in-cheek "poll" around National Tomato Day (April 6).

The brand and the David agency are encouraging consumers to engage in the perennial debate about whether the tomato is a fruit or a vegetable.

“Scientists assert that, botanically speaking, a tomato is a fruit,” since it contains the seeds of the plant, notes Heinz. “But in 1893, an obscure U.S. Supreme Court tariff case declared that a tomato is, in fact, a vegetable. Ask most chefs, and they’ll tell you the same...”

Through a video (below) and social media, the brand is asking fans to join the debate by casting their votes at thetomatodebate.com or by using #tomatodebate on Twitter or Instagram by April 8. 

Heinz will also be selling a limited quantity of bottles bearing two differently worded labels (above): “Heinz Ketchup Made from Tomato Fruits” and “Heinz Ketchup Made from Tomato Vegetables.” The poll results will decide which of the bottles will continue to be sold as a Heinz product, according to the company.

In addition, Heinz will change its website’s URL to reflect the winner (heinzfruitketchup.com or heinzvegetableketchup.com).

The "debate" campaign is part of a relaunch of sorts of Heinz Ketchup's “Grown Not Made” campaign, which focuses on the “quality, care and expertise that goes into every Heinz tomato and makes the Ketchup consumers know and love," in the brand's words.

The tagline has been used in campaigns in the U.S. and international markets over the years, and appears on the ketchup brand's labels in the U.S. Now, Heinz has relaunched a successful "Grown Not Made" TV spot from 2009, from Cramer-Krasselt, and is supporting the theme with digital and social media. The TV ad also serves to spotlight the 150-year-old brand’s iconic glass bottle.