Consumers Select Next National Heinz Ketchup Commercials

PITTSBURGH--(BUSINESS WIRE)--For Matt Cozza of Chicago, art imitates life. A personal experience he had one day while waiting for a bottle of Heinz Ketchup served as the inspiration for what Heinz today announced as the grand prize winner in its Heinz “Top This” TV Challenge Take Two consumer-generated ad contest. His entry, “Now We Can Eat,” was voted by consumers as the best of 10 semifinalists, making him the winner of $57,000 and a 30-second spot on national TV.

The idea for the winning video was sparked by an incident at a Michigan restaurant where Cozza was grabbing a bite to eat with friends. When the Heinz Ketchup-loving group sat down and discovered they were missing a bottle of Heinz Ketchup, they swiped one from a nearby table. Details about the contest were printed on the bottle, and the idea for “Now We Can Eat,” was born.

In Cozza’s winning video, much like his own personal experience, a man and woman sit down in a restaurant and realize there’s no Heinz Ketchup on the table. The pair is dismayed as they look around for an extra bottle. Finally, a server swings by their table, dropping off a bottle of Heinz Ketchup and the tagline “now we can eat” flashes on the screen.

The contest was the sequel to a hugely successful “Top This” contest launched last year. From April 7 – 21, 2008, consumers logged on to TopThisTV.com to vote for their favorite commercial. Cozza, a 25-year-old graduate of film and video production at Northwestern University, edged out more than 2,000 qualified entries. “We decided to enter the contest because my friends are somewhat obsessed with Heinz Ketchup, and like to have it ready before the food even arrives,” Cozza said. “We thought it would be difficult to win, but in the end, it all paid off.”

Cozza’s ad, along with four runner-up ads, will air nationally this spring and summer on the Food Network, Fine Living Network and on closed-circuit TV at Six Flags theme parks nationwide. The runners up also will receive $5,700 each. The runners-up are:

• Eric Michael Hopper of Buford, Ga., for “Heinz Generations,” a creative montage showing Heinz Ketchup being enjoyed through the years by all generations. The spot features a song written and sung by Hopper, a musician and aspiring country music star.
• Jesse Harris of Seattle, Wash., for “Heinz Magician,” which shows a magician being attacked by kids at a birthday party for making a Heinz Ketchup bottle disappear.
• Daniel Trumble of Marietta, Ga., for “Life Lessons,” a conversation an older sister has with her little sister to give her advice about life. The older sister says to always “demand the best,” which means always ask for Heinz Ketchup by name.
• Josh Greenbaum and Raul Fernandez, both of Los Angeles, for “Still Going,” featuring a handful of senior citizens playing "Spin the Bottle" with a Heinz Ketchup bottle.

“The winning ad visually represents America’s love of the thick, rich taste of Heinz Ketchup, and shows that no table is complete without it,” said David Ciesinski, vice president for Heinz Ketchup. “We’re excited for Matt and for all the finalists, whose passion and creativity is inspiring.”

About Heinz

H. J. Heinz Company, offering “Good Food Every Day” is one of the world’s leading marketers and producers of healthy and convenient foods specializing in ketchup, sauces, meals, soups, snacks and infant nutrition. Heinz provides superior quality, taste and nutrition for all eating occasions whether in the home, restaurants, the office or “on-the-go.” Heinz is a global family of leading branded products, including Heinz® ketchup, sauces, soups, beans, pasta and infant foods (representing over one third of Heinz’s total sales), Ore-Ida® potato products, Weight Watchers® Smart Ones® frozen entrees, Boston Market® meals, T.G.I. Friday’s® frozen snacks, and Plasmon® infant nutrition. Heinz is famous for its iconic brands on five continents, showcased by Heinz® ketchup, The World’s Favorite Ketchup®. Information on Heinz is available at www.heinz.com.