Case Study: Heinz Ketchup achieves widespread UGC engagement and streamlined rights management with Chute

Heinz Ketchup - Customer Case Study

Heinz Ketchup relaunched its "How Do You Happy?" contest around limited‑edition bottles, challenging the brand to run a large‑scale user‑generated content (UGC) campaign that would drive consumer engagement, collect entries across social platforms, and surface authentic moments of happiness.

Heinz partnered with Chute to discover and aggregate submissions from Twitter, Instagram and its site, use Chute Rights to secure permission for future use, and build an eCRM contact database. The campaign drew thousands of entries, produced emotionally resonant content, selected 100 winners (prizes up to $5,700), and delivered strong engagement and reusable UGC for future marketing.

Heinz Ketchup

Joseph Giallanella

Brand Manager