HEINZ TOP THIS TV CHALLENGE
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Heinz has just announced the winner of their Top This promotion, which invited consumers across America to create the next ad for their Ketchup product.
By utilising user-generated content, Heinz asked consumers to “…make us laugh. Make us cry. Make us say, “Wow! Why didn’t we think of that?”
People uploaded thousands of commercials to YouTube that they wrote, cast and shot themselves.
Four runners-up won $5,700, with their commercial airing on The Today Show on September 17. The grand prize winner won $57,000 and was aired on the Emmy® Awards, Live! September 16th.
The big winner here is the brand. Loyal consumers have spent many hours making, submitting and then telling their friends about their ads giving huge exposure to Heinz, as well as providing the chance for everyday consumers to provide their interpretation of the brand positioning.
Heinz have already announced a follow up competition to start in October.
