Lea & Perrins Brand Unveils New Thick Sauce and ‘UnwRAPs’ Fresh Talent in Online ‘wRAP’ Video Contest

PITTSBURGH--(BUSINESS WIRE)--Five lucky families are bringing home some cash, a bold new sauce, and much-deserved bragging rights after rapping their way into the hearts of online voters in a contest to launch the new Lea & Perrins^® Thick Classic^® Worcestershire Sauce and pay tribute to its distinctive paper wrapped bottle.

The grand prize was awarded to the family of Heather Bennett from Villa Rica, Ga., who produced an original wRAP video titled “Who’s Got the Sauce?” The family walked away with a check for $5,000, a $500 gift certificate from Certified Angus Beef^®, and a case of Lea & Perrins new Thick Classic Worcestershire Sauce. Four additional first prize winners were awarded a check for $1,000 and a case of Lea & Perrins Thick Classic Worcestershire Sauce. All winning videos are available for viewing at www.thatsawrapcontest.com. First prize winners include:

• “Makes Beef Taste Nice,” Brianna Gardner (Dearborn, MI)
• “Un-Rap the Possibilities,” DeStorm Power (Brooklyn, NY)
• “Thick Classic Wrappin’ Family,” Phil Roberts (Lexington, KY)
• “Dawn of Flavor,” Danny Vigour (Crozet, VA)

“We were so impressed with the creativity in the contest entries,” said Rick Gray, brand manager for Lea & Perrins. “It was clear that families across the country had fun with the challenge, while also sampling our new sauce that offers the robust taste of Worcestershire in a sauce that’s thick enough for dipping and topping.”

Making it into the “That’s a wRAP” contest finals was no easy feat. The contest ran May 15 through July 15 and required entrants to write, perform and produce a 60-second wRAP video, celebrating the new Lea & Perrins Thick Classic Worcestershire Sauce and its iconic paper wrap. Following the contest close, a panel of judges selected 10 finalists based on the following key criteria: originality, overall appeal, likelihood to motivate others to use the sauce, and use of product attributes in the lyrics. The top 10 videos were featured on the contest Web site, where the online general public viewed and voted between July 17 and midnight, July 30, and ultimately selected their favorite family wRAP video.

About Lea & Perrins

Chemists John Lea and William Perrins made their first batch of sauce in the early 1800s. They perfected the aging process and special blend of seasonings to create a delicious, savory sauce. In 1839, John Duncan, a New York entrepreneur, ordered a small quantity of Lea & Perrins Worcestershire Sauce. In the space of a few short years, Duncan was importing large shipments to keep up with demand. Lea & Perrins Worcestershire Sauce was the first commercially-bottled condiment in the U.S., and Americans loved it right away. Now, 170 years later, Lea & Perrins brand remains a favorite in households across the U.S.

About Heinz

H.J. Heinz Company (NYSE: HNZ), offering “Good Food Every Day,” is one of the world’s leading marketers and producers of healthy and convenient foods specializing in ketchup, sauces, meals, soups, snacks and infant nutrition. Heinz provides superior quality, taste and nutrition for all eating occasions whether in the home, restaurants, the office or “on-the-go.” Heinz is a global family of leading branded products, including Heinz® Ketchup, sauces, soups, beans, pasta and infant foods (representing over one third of Heinz’s total sales), Ore-Ida® potato products, Weight Watchers® Smart Ones® frozen entrées, Boston Market® meals, T.G.I. Friday’s® frozen snacks and Plasmon® infant nutrition. Heinz is famous for its iconic brands on five continents, showcased by Heinz® Ketchup, The World’s Favorite Ketchup®. Information on Heinz is available at www.heinz.com.

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