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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.