Not since the Reagan Administration declared ketchup a vegetable has there been such buzz about the famous condiment. But this time, ketchup is getting a tad more respect, thanks to an innovative user-generated marketing campaign launched by venerable H.J. Heinz, which sells more than $2.5 billion worth of ketchup, condiments and sauces worldwide each year in 140 countries.

To get an idea of just how popular the ubiquitous condiment is, check out these figures: Each year Heinz sells 650 million bottles of ketchup and makes 11 billion packets of ketchup and dressings -- at least two packets for every person on earth.

But according to Heinz spokesperson Tracey Parsons, "The World's Favorite Ketchup" is more than a condiment -- "It's an ingredient and a 'topper,' not to mention a bonafide cultural icon that people have a real passion for."

Parsons said Heinz receives thousands of letters, emails and calls from consumers every year who want to share their experiences and stories of why they love Heinz Ketchup.

In fact, added Michael Bollinger, director of creative services for Pittsburgh, PA-based Smith Brothers, Heinz's ad agency, one letter in particular really sparked everyone's creative juices. A woman had recently carried out her father's request that he be buried with a bottle of Heinz Ketchup.

"The woman's father had carried a bottle of Heinz through Europe in World War II, and it not only made the K-rations go down a lot easier, it was a constant reminder of home," said Bollinger.

"We thought that a consumer-generated ad contest would be a great opportunity for our biggest fans to share their stories," Parsons added. "We also found that consumers were already creating their own videos and ads about Heinz Ketchup and posting them on YouTube, so we embraced the phenomenon and leveraged it from a marketing standpoint."

Author notes: Neal Leavitt is president of Fallbrook, CA-based Leavitt Communications. Read full bio.