Yet another in the string of companies trying to tap into the consumer generated media frenzy: Heinz ketchup. That’s right. That quintessential condiment of condiments is in the midst of the Top This TV Challenge - inviting tomato loving amateur filmmakers everywhere to show their stuff (submission deadline is midnight tonight… so you still have time!). The top 15 will be placed on the website for voting, the top 5 will be aired on TV, and the ultimate winner receives… you guessed it… $57,000. Nice.

The entrants are even given a little bit of brand background in their creative brief:

1. America’s favorite ketchup is a 130-year-old brand, one of Henry John Heinz’s original 57 Varieties® (actually, there were over 60 products, but that’s another story) and a bona fide cultural icon.
2. Heinz ketchup’s thick, rich tomato-y goodness elevates a simple burger or lowly potato to culinary perfection—and leaves our famous glass bottle at a rate of 25 miles per year. Got to love those squeeze bottles, right?

Despite the fact that I’m thrilled to know the actual velocity of ketchup, and helpful filmmaking tips (like “take the lens cap off”)… at first blush it doesn’t seem much different from any CGM contests before it.  But it certainly has a friendly attitude, tongue planted firmly in cheek, and an awful lot of submissions so far.  So cheers to Heinz for saluting their fans’ creativity… and I look forward to the winners!

Full disclosure: the clip embedded in this post was shot by some Greenvillians - friends of mine, in fact!

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