The Most Colossal Casserole
Campbell’s Kitchen
Issue 26 | March 2013
Agency
Proximity Canada
Creative Team
Scott Pinkney: SVP, Creative Director Dave Stevenson: VP, Creative Director Brandon Drew: Art Director Owen Milburn: Copywriter
Production Team
Jessica Valentini: Producer Kristie Filippopoulos: Senior Project Manager
Other Credits
Darrin Patey: Director, Creative Technology Rebecca Ho: Account Supervisor Priyanka Goswami: VP, Group Account Director
Date
October 2012
Background
Campbell’s wanted to drive awareness and increase traffic to their recipe website, Campbell’s Kitchen.
Thanksgiving was just around the corner, and Campbell’s had a holiday recipe with a cult-like following: Green Bean Casserole. The challenge was to get those people viewing the recipe to start sharing it through social media.
Idea
Target audience: Thanksgiving recipe searchers
The agency created The Most Colossal Casserole: a Pinterest hack, which turned a regular Pinboard into a first-of-its-kind crowd-sourced casserole.
Participating was simple: Whenever someone pinned the Green Bean Casserole to their personal Pinboard, a new portion was pinned to The Most Colossal Casserole Pinboard linking people back to the original recipe – and Campbell’s donated the cost of a real serving to help feed someone in need.
The campaign was so simple, novel and right for the holiday that participation exploded on Pinterest and beyond. It wasn’t only Pinned, but also blogged, tweeted and Facebooked.
In less than three weeks, this Pinterest hack had allowed casserole fans to make the biggest, longest scrolling food image in history, and helped share a real thanksgiving favorite with thousands of people in need.
Results
- 50+ Million Colossal Casserole Impressions
- Over 1 Million new Green Bean Casserole recipe views
- 420% increase in social media shares over the previous year
- 250% increase in traffic at Campbellskitchen.com
- #1 Thanksgiving side-dish on Pinterest