The animated gif file above highlights the contest and prizes you can win, the idea here is:
if you share unique concoctions you make with Heinz, then you can win a combination of cool prizes.
The launch page of the contest, located at www.ketchupable.com, which initially tells users about the contest, which Heinz would share on its' facebook, instagram, and twitter pages.
This page tells users explicitly the rules of each medium of the contest and what a submission must entail.
The instagram post by Heinz above is an example of what Heinz might post to emphasize the contest and continue to promote the contest after it is initially launched.
