Heinz Top This TV Challenge

The H.J. Heinz company was looking for a way to re-ignite consumers’ love of ketchup.

They decided to do so with a user-generated competition for the best TV commercial, appealing to ketchup lovers’ hunger for fame. Full-page ads in The New York Times and USA Today promoted the competition, pointing to the custom YouTube site, where more than 4000 videos were uploaded for a chance to win. The competition was promoted through key trade accounts with specially labeled bottles of Heinz Ketchup on shelves inviting shoppers back to TopThisTV.com to vote for their favorite spots. The winning ads were televised nationwide and the winner also received $57,000.

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