Known as “The World’s Favorite Ketchup™,” Heinz (NYSE:HNZ) will be “topping” off this year’s Nathan’s Famous Fourth of July Hot Dog Eating Contest and drawing attention to one of its most popular host foods as the official Ketchup and a major sponsor of the world-wide hot dog eating championship.
The competition, which is held annually in Coney Island, NY, is in its 91st year and marks a Fourth of July tradition for hot dog lovers around the globe. As the event’s official Ketchup, Heinz will be on hand for speed-eating spectators who want to slow down to enjoy their hot dog with the thick and rich taste of Heinz Ketchup along with other favorite toppings.
In addition to product availability, Heinz will be recognized as an official sponsor throughout the event, including: signage and inflatable Heinz bottles, commercial spots and billboards on ESPN, logo placement on official contest t-shirts, and Heinz keystone-shaped score cards that keep track of competitors’ progress.
“Heinz Ketchup and Nathan’s Famous Hot Dogs go hand-in-hand and represent an American food tradition that is worth celebrating, especially on the Fourth of July,” said Dave Ciesinski, VP of Heinz Ketchup. “By sponsoring the Nathan’s Famous Hot Dog Eating Contest, we’re able to reach an international audience and celebrate the love of hot dogs with people around the world.”
The tradition of eating hot dogs with Ketchup is perhaps most popular during the Fourth of July holiday weekend, when consumption for the condiment king hits a strong seasonal peak.
In fact, according to the “Summer Condiment Survey” commissioned by Heinz in 2006, 75 percent of people said they are either likely or very likely to be at a cookout during the Fourth of July weekend and 46 percent of them said that ketchup is their favorite condiment for cookouts – ahead of mustard, mayonnaise and relish. Another 45 percent of respondents said they use more ketchup during the summer months than any other time of year and 44 percent said they are likely to stock up on condiments in preparation for the Fourth of July holiday.
The sponsorship of the hot dog competition also comes at the height of Heinz’s latest consumer promotion, the “Top This TV Commercial Challenge,” in which consumers have a chance to make the next Heinz Ketchup commercial in return for a taste of fortune and fame. Heinz launched the contest in April and will continue to accept submissions on topthistv.com through August 6. Heinz will then select 15 finalists and ask consumers to vote for their favorite. The grand prize winner will receive $57,000 and the opportunity for the ad to appear on national television. Four runners-up will also receive $5,700.
About Heinz
The H. J. Heinz Company, offering “Good Food, Every Day™,” is one of the world’s leading marketers and producers of branded foods in ketchup, condiments, sauces, meals, soups, seafood, snacks, and infant foods. Heinz satisfies hungry consumers in every outlet, from supermarkets to restaurants to convenience stores and kiosks. Heinz is a global family of leading brands, including Heinz® Ketchup, sauces, soups, beans, pasta and infant foods (representing nearly one-third of total sales or close to $3 billion), HP® and Lea & Perrins®, Ore-Ida® French fries and roasted potatoes, Boston Market® and Weight Watchers® SmartOnes® meals, and Plasmon® baby food. Heinz’s 50 companies have number-one or number-two brands in 200 countries, showcased by Heinz® Ketchup, The World’s Favorite Ketchup™. Information on Heinz is available at www.heinz.com/news.