Every creative element of this campaign invited consumer participation in the program. Ketchup bottles asked “Hungry for Fame?” The backs of packets at fast food restaurants read “Starving for the Spotlight?” Newspaper, print, on-line banners inquired “Want a taste of Stardom?” All encouraged our audience to submit “the next great Heinz commercial.” We kept the work visually simple and arresting, leveraging Heinz’s internationally recognized glass bottle as a visual centerpiece to the brand elements, creating an instant read for consumers – “visual shorthand” for the audience.Our prizes were also carefully considered. We chose $57,000 as the grand prize amount (for Heinz’s famous “57 Varieties”). But, in an era where celebrity is the new wealth, we knew it was also important that this prize be about more than just cash. Thousands of our entrants were motivated by their chance at 15 minutes of fame.

"Top This TV!" broke every existing record with Google and YouTube deeming ours “an unprecedented response” for number of consumer-generated submissions and involvement:•10 million+ campaign and consumer video views•8,000+ submissions, more than the Doritos and Dove combined•Ketchup YOY sales increase of 13%