Heinz is set on teaching young consumers about the harmful effects of soil degradation on a new Fortnite island. 

Heinz is set on teaching young consumers about the harmful effects of soil degradation on a new Fortnite island. YPulse’s Sustainability report shows that young consumers say brands should be keeping up with climate change research and should be educating consumers about being eco-friendly: 79% of Gen Z agree that corporations should take more responsibility for fighting climate change. “S.O.S. Tomato Island” takes inspiration from Heinz’s tomato farms where players are meant to maintain the health of the farm. The new game highlights Fortnite’s “progressively shrinking island but advances the speed in which it shrinks by 33%, meant to represent how quickly soil health is declining.” The educational effort is also taking place across a multi-channel campaign and a Twitch activation. In a push for IRL sustainability efforts, Heinz is additionally “vowing to contribute to the protection of an extra 13.5 million acres of squared soil in addition to existing environmental efforts as part of its soil health program.” (Marketing Dive)