Many people can't enjoy their fish sticks without a dab of ketchup. That's why H.J. Heinz Company and Gorton's formed a cross-promotional partnership last year. The two have been working in tandem to promote their products as healthy food options.

In October, they borrowed a little fishing lingo to further drive home the point. The "Gone Dipping with Gorton's and Heinz" sweepstakes debuted in October. Playing off the Heinz 57 heritage, consumers were invited to www.gonedipping.com to win a prize every single day for 57 days.
Winners who hooked a prize received a "Gone Dipping" tackle box containing a personalized bottle of Heinz ketchup, a Gorton's Sudoku game and branded stickers and magnets. They also received a 57-day supply of fish sticks and ketchup. The grand prize winner, lucky enough to reel in the big one, also got $1,000. 

"The goal of the ‘Gone Dipping with Gorton's and Heinz' sweepstakes is to increase consumer engagement with the two brands and drive consumption of fish sticks and ketchup," says Kiernan Laughlin, senior marketing associate for Gorton's Seafood, and Sara Braca, associate brand manager for Heinz Ketchup, in a joint statement. "A personalized bottle of ketchup and other giveaways, including Heinz and Gorton's magnets and stickers, provide an added value for prospective winners and allow us to reinforce brand loyalty across both brands."

The contest, which ends December 27, was promoted on the packaging of both products, along with the various health benefits of the products. Gorton's has been touting the natural omega-3 fatty acids found in its products, while Heinz is promoting its tomatoes grown from Heinz seeds.