Noting the popularity of the eat- and cook-at-home trend, Heinz has launched a new home cooking video contest that targets recession-addled foodies.
The effort, called “Shine at Dinnertime,” promotes the ketchup maker’s Lea & Perrins Worcestershire sauce brand. Heinz is offering a grand prize of $10,000 to the individual who submits the best video showing how to spice meals up with the sauce.
The contest—which also includes a chance to meet Food Network culinary star Claire Robinson—is the first time the Heinz-owned brand has tapped into the user-generated and online recipe sharing and creating space. It appeals to both amateur and seasoned home chefs, as evidenced by the growing popularity of reality and home cooking shows such as Top Chef and Hell’s Kitchen.
The campaign aims to “encourage home cooks to experiment with new recipes while having fun ‘starring’ in their very own home cooking segment,” wrote Rick Gray, senior brand manager for Lea & Perrins, in an e-mail. The point is, Lea & Perrins is that secret ingredient that allows them to “shine at dinnertime,” he added, referring to the contest’s name.
Consumers will select one winner from six finalists, and the others will receive $1,000. The contest is being hosted online at shineatdinnertime.com. Heinz is promoting the initiative via PR, e-mail and blogger outreach, in addition to banner ads and a sponsorship with FoodBuzz.com.
Agencies Ferrara & Company handled digital media duties; Starcom oversaw media buying and Emanate handled PR.