The Insight
Pinterest was a hub for ambitious, often overly complex recipes. Armed with extensive data about Campbell’s primary target (new moms & new families), the decision was made to flip the script on this whole foodie food recipe thing. Instead of competing with aspirational content, Campbell's decided to poke fun at it.
Pinterest was a hub for ambitious, often overly complex recipes. Armed with extensive data about Campbell’s primary target (new moms & new families), the decision was made to flip the script on this whole foodie food recipe thing. Instead of competing with aspirational content, Campbell's decided to poke fun at it.
The Intercept
Using Pinterest’s native notification system, Campbell’s playfully called out users pinning complicated dishes. This triggered curiosity and engagement, directing users to a custom recipe engine with easy, delicious recipe swaps using Campbell’s vast recipe library.
Using Pinterest’s native notification system, Campbell’s playfully called out users pinning complicated dishes. This triggered curiosity and engagement, directing users to a custom recipe engine with easy, delicious recipe swaps using Campbell’s vast recipe library.
The Impact
The brilliance of the campaign was in its efficiency. By harnessing earned media inside the platform, it freed up paid placements to support Campbell’s broader brand campaign, "Real, Real Life". Reconnecting the brand with busy, modern families through both utility and wit.
The brilliance of the campaign was in its efficiency. By harnessing earned media inside the platform, it freed up paid placements to support Campbell’s broader brand campaign, "Real, Real Life". Reconnecting the brand with busy, modern families through both utility and wit.