Heinz 'Top This!' Campaign Tops List of Consumer-generated efforts

Share Article

"Top This!" TV Challenge surpasses previous benchmarks set by Doritos and DOVE. With an unprecedented 8,000 consumer-generated videos submitted, participation in the Heinz "Top This!" TV Challenge has surpassed previous consumer-generated campaign leaders -- including Doritos and DOVE combined -- in number of submissions and qualified entries.

With an unprecedented 8,000 consumer-generated videos submitted, participation in the Heinz "Top This!" TV Challenge has surpassed previous consumer-generated campaign leaders -- including Doritos and DOVE combined -- in number of submissions and qualified entries.

In mid April, Heinz and agency partner Smith Brothers Advertising unveiled the "Top This!" TV Challenge -- the most comprehensive, integrated ketchup campaign in the brand's history. The campaign centered on a challenge to consumers to create and post their own Heinz Ketchup TV commercials online. Consumers had from April 16th until August 6th to submit their homemade ketchup commercials, which would then be reviewed, posted and voted on by fellow consumers to determine a winner.

Since the campaign launch in mid April, consumers logged 2.3 million views of the "Top This!" TV Challenge video and responded by creating and submitting over 8,000 commercials. Once the submission review process is complete, it is estimated that over 4,000 consumer spots will be approved and posted (on YouTube) before the final stage of voting on 15 finalists. Already, over 2,500 of these commercials have been approved and posted -- and consumers have spent over 80,000 hours watching them.

"The 'Top This!' effort has enjoyed unprecedented success because we had four things -- a big idea, a courageous client (Heinz) who was willing to turn their brand over to consumers, a passionate consumer base that truly loves the brand (Heinz ketchup), and best-of-class partners (Google and YouTube) who facilitated consumer awareness and participation," said Michael Bollinger, Director of Client Services at Smith Brothers.

Breaking from the traditional approach of running TV advertising to drive consumers to the store shelf, Smith Brothers designed the campaign to start at the shelf -- driving content back to TV. They did this by using playful, prominent messaging on millions of Ketchup bottle labels to invite consumers in on the fun (featuring phrases like Starving for the Spotlight? Hungry for Fame?). The integrated campaign included packaging, in-store promotions, advertising and online elements to fully engage participation.

Once the remaining submissions have been reviewed, approved and posted, a panel of judges will select the top 15 videos as semi-finalists. Then, on August 27, Heinz will ask America to vote for its favorite Top This TV commercial. Voting will last through September 10th, then the winning spot will appear on a major national telecast on September 16th. The winner will receive $57,000 and a place in Heinz history.

"From a creative (quality) standpoint, these submissions are over-the-top - no pun intended - fun, engaging and powerful. We couldn't be more pleased by the results," said Lindsey Smith, Co-Creative Director at Smith Brothers. "And the quantity of the submissions shows the power and benefit of giving consumers an interactive forum, where they can express and share their previously untapped affinity for your brand," added David Heidenreich, Director of Interactive Strategy at Smith Brothers.

About Smith Brothers Advertising, LP

Smith Brothers Advertising is a full-service advertising agency based in Pittsburgh, Pa., founded by New York City advertising veterans, Bronson, Lindsey and Miles Smith. Smith Brothers creates game-changing ideas for courageous clients, including Heinz, Del Monte, PNC Bank, Dick's Sporting Goods, SUBWAY Restaurants, and more. To learn more about Smith Brothers Advertising, please visit their website at http://www.smithbrosadv.com.

About Heinz

H. J. Heinz Company, offering "Good Food Every Day"TM is one of the world's leading marketers and producers of nutritious foods in ketchup, condiments, sauces, meals, soups, snacks and infant foods. Heinz provides superior quality, taste and nutrition to people eating at home, at restaurants, at the office and "on-the-go." Heinz is a global family of leading brands, including Heinz® ketchup, sauces, soups, beans, pasta and infant foods (representing nearly one-third of total sales or close to $3 billion), Ore-Ida® potato products, Weight Watchers® Smart Ones® entrees, Boston Market® meals, T.G.I. Friday's® snacks, and Plasmon infant nutrition. Heinz has number-one or number-two brands on five continents, showcased by Heinz® ketchup, The World's Favorite Ketchup®. Information on Heinz is available at http://www.heinz.com.

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

PAUL FURIGA
WordWrite Communications
412-894-7202
Email >