Heinz Inspires Creativity in Schools Across the Nation
Imaginative ketchup contest becomes an annual brand promotion for Heinz that received 30,000 entries and earned 31.8 million impressions last year.
Heinz Ketchup was searching for ways to promote its single serve ketchup packets. Quest Fore developed eight campaign possibilities but one stood out above all the others: the Heinz Ketchup Creativity Contest, where children in grades K-12 create packet designs and the winners' artwork is printed on millions of ketchup packets.
Quest Fore created and managed the entire contest for Heinz, which included development of all materials, maintenance of the website and entry review and judging. The contest was communicated to schools through print collateral, online advertising in trade publications and on the official contest website. Supplementary materials, which included lesson plans and educational fun facts, were supplied to teachers.
For this year's contest, Heinz received 30,000 entries and one winner from each grade was chosen. Each winner's school was awarded with $1,000 in art supplies and $1,000 in free Heinz Ketchup. Quest Fore also produced the prize kits and converts winning artwork into print-ready materials for a total of 20 million Heinz Ketchup packets. The grand prize winner received $5,700 as well as their packet design on 2.5 million bottles.
Results: Since its inception four years ago, the contest has become a cornerstone of Heinz annual promotions and gives them a significant boost in brand awareness during every contest. Last year Heinz received entries from 49 states and 805 schools, along with more than six million website hits, 31.8 million impressions across the country and 555 placements in the media.
"Last year Heinz received entries from 49 states and 805 schools, along with more than six million website hits, 31.8 million impressions across the country and 555 placements in the media."