MediaPost Publications - Heinz Pairs Ketchup With User-Generated Content - 07/23/2007

Have a little ketchup with your Dorito's . . . Dorito's was the first big brand to ask users to create a commercial for them (the winning spot ran in the SuperBowl earlier this year); now Heinz is trying the same tactic. Look for special ads promoting the contest ON THE KETCHUP bottles themselves and on ketchup packets. The contest is being cross-promoted all over the place . . . from print ads in the NYT and USA Today to a custom YouTube site. (Photo is of my nephew cuddling up to his ketchup bottle.)

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