# Cooking on The Run Heinz Cooking Contest By Ayman | Published 2008-04-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/heinz-cooking-contest References: [adsoftheworld](http://adsoftheworld.com/media/print/heinz_cooking_contest_athlete?size=_original) This new ad campaign for **[Heinz Cooking Contest](https://www.trendhunter.com/trends/its-heinz-season)** playfully shows you that they are "Looking for chefs wherever they are." It does not matter if you are a jumping athlete or a [drumming rock star](https://www.trendhunter.com/trends/the-bouillon-room); if you have the chops and talent, send your [cooking recipes](https://www.trendhunter.com/trends/cook-different) to the contest mailbox! The fun campaign was created by Leo Burnett Advertising Agency, Caracas, Venezuela with art direction by Juan Manuel Niño and Norberto Da Silva, and photography by Rodolfo Benitez. See the similarly witty fashion on the run "Live Fast" campaign by Diesel: ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 27% | Activity: 27% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Mobile Recipe Contests:** Mobile recipe contests with playful campaigns can attract talent from diverse backgrounds. - **Cross-industry Collaborations:** Collaborations between food brands and non-food brands for campaigns can result in creative marketing strategies. - **Crowdsourced Recipes:** Crowdsourcing recipes can result in unexpected and innovate dishes and expand a brand's recipe portfolio. ### Industries Being Reshaped - **Food and Beverage:** Food and beverage companies can attract talent and expand their recipes portfolio through mobile recipe contests and crowdsourcing. - **Marketing and Advertising:** Marketing and advertising agencies can create innovative campaigns and cross-industry collaborations to attract diverse audiences and increase brand awareness. - **Athletics and Fitness:** Cross-industry campaigns with food brands can help promote healthy eating among athletes and fitness enthusiasts. ## Related on Trend Hunter - [Playful Tomato Athletes](https://www.trendhunter.com/trends/national-games-campaign.md) - [Condiment-Celebrating Hot Dog Ads](https://www.trendhunter.com/trends/hot-dogs-are-not-a-contest.md) - [Culinary Tradition Food Campaigns](https://www.trendhunter.com/trends/merchant-gourmet-yes-chef-campaign.md) - [Food Pairing Campaigns](https://www.trendhunter.com/trends/trigger-the-taste.md) - [Film-Inspired Condiment Ads](https://www.trendhunter.com/trends/heinz-smiles.md) - [Fake Ketchup Campaigns](https://www.trendhunter.com/trends/heinz-campaign.md) - [Imperfect Cooking Campaigns](https://www.trendhunter.com/trends/effortiseverything.md) - [Fan-Inspired Mini-Films](https://www.trendhunter.com/trends/battle-for-heinz.md) - [Artistic Hamburger Competitions](https://www.trendhunter.com/trends/art-of-the-burger-contest.md)