• by Amy Corr , Staff Writer @MediaPostOTL, July 23, 2007

This isn't the first time Heinz has customized copy on its iconic ketchup bottle, but it is the first time both the front and back labels will be doctored.

The main component of the online, print and in-store packaging campaign is "Top This! TV Challenge," where consumers have until August 6 to create their own Heinz TV ad, upload it online, vote for favorites and keep their French fries crossed.

"If the old model was to spend money on TV advertising to get people to go to the store to pick up a bottle, the new one is to use the ubiquitous Heinz packaging to ask consumers to generate TV ads for us," said Michael Bollinger, director of client services for Smith Brothers Advertising, the agency behind both creative and media components.

Heinz created nine different bottle labels, using phrases such as "Hungry for Fame?" and "Starving for the Spotlight?" to drive consumers to the online contest. A whopping 57 million customized bottles were distributed, along with 200 million tailored ketchup packets dispersed throughout the food-service industry.

The Web site was additionally promoted via full-page ads in TheNew York Times and USA Today, along with a custom YouTube site, where more than 1200 videos currently reside. Click here to see one of my favorite entries. A final set of labels will launch this fall, once all submissions are uploaded, inviting shoppers back to TopThisTV.com to vote for their favorite spots.

Winning ads will be televised nationwide and the winner also receives... I'm sure it's on the tip of your tongue: $57,000.