In the 1860s, Henry J. Heinz said something that still drives the brand today.

"Protect the consumer by owning the product all the way from the soil to the table."

Heinz asked us a simple question. How do you make people care about soil. It's everywhere. And completely invisible to most of us.

I started with a fact that stops you cold.

The equivalent of a football pitch of soil erodes every five seconds.

So where's the right place to tell that story? Sacred soil. The most fought-over, loved, argued-about soil in the world. Football pitches. Watched by millions. Every week. Around the world.

From the Bernabeu to The Big House.

It was all going to be done by light projection. We churn, dig, farm these hallowed grounds before people eyes leaving a waste land. A simple, dramatic way to tell an important story.

Save Our Soils.