Apr 17, 2007 6:02 AM, PROMO Xtra, By Betsy Spethmann

Heinz takes its turn hosting an ad contest online

Heinz Ketchup is getting consumer fingerprints all over its advertising.

H.J. Heinz Co. broke an ad contest yesterday for its flagship brand, inviting consumers to submit videos for its Top This TV Challenge. The grand prize: $57,000 and airtime.

Entrants submit 30-second videos via YouTube; Heinz will choose 15 semi-finalists to post for a consumer vote that will run from Aug. 27 to Sept. 10.

Entries are judged on originality, overall appeal, and “likelihood to motivate people to eat Heinz ketchup,” according to the rules. (Heinz also stipulates that the ads can’t mention or show any other food or beverage brand.)

The consumer vote will determine the grand-prize winner and four runners up, each of whom win $5,700. The prize amounts are a nod to Heinz ketchup’s fabled 57 ingredients.

All five spots will air on national TV.

Heinz will support the contest with bursts on 50 million ketchup bottles with such lines as “Hungry for fame?” and “Starving for the spotlight?” Banner ads and search-engine marketing will also support.

The contest runs through Aug. 6 via a dedicated Web site, TopThisTv.com. Pittsburgh shop Smith Brothers Advertising handles the contest for Pittsburgh-based Heinz.

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