Heinz's YouTube push subverted

Heinz's plan to engage with younger consumers by running a contest on YouTube, urging them to create a 30-second ketchup TV ad, has backfired, with users posting uncomplimentary images of the product.

Many of the amateur ads, which have clocked up thousands of viewings, feature ketchup in compromising situations: one innuendo-laden ad uses the invented strapline 'It's a bit saucy'.

Others feature teenage boys pushing their faces into plates of ketchup and a woman using it to dye her hair red. Another features rival brand Old Dutch.

The competition, run by Heinz in the US, is offering US consumers a chance to win $5700 and the opportunity to have their ad aired on national TV. Heinz said it would 'seriously consider running an international contest next time round'.

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