The Insight
Pinterest was a hub for ambitious, often overly complex recipes.
So Campbell’s flipped the script. Instead of competing with aspirational content,
it poked fun at it.
Pinterest was a hub for ambitious, often overly complex recipes.
So Campbell’s flipped the script. Instead of competing with aspirational content,
it poked 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.