The brand launched the push after research discovered staff spend an average of seven minutes eating at their desk. It is inviting the public to enter a film no longer than seven minutes on the theme of 'Go!'.
The site (www.heinz.co.uk/ soupcupshorts), developed by digital agency swamp, lets visitors view, rate and forward on the entries. New films will appear weekly, until 3 December, with voting until 12 December.
Visitors can give feedback and those registering will be entered in a weekly draw to win an iPod. The creator of the best film will also gain the chance to visit the Sundance Film Festival, Utah, in January and take part in filming a forthcoming Heinz TV ad.
Promotion is through PR and posters in film schools. To drive site traffic, Heinz is targeting consumers at Soup Cups Sampling events, and it is pushed on Heinz.co.uk and in newsletters.
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