Pinterest was a hub for ambitious, often overly complex recipes. Armed with extensive data about Campbell’s primary target (new moms & new families), an idea was hatched to flip the script on this whole foodie food recipe thing. Instead of competing with aspirational content, Campbell's dared to challenge it.
Using Pinterest’s native notification system, Campbell’s playfully called out Pinterest users when they "pinned" complicated dishes by "re-pining" the complicated food recipes to new Pinterest boards with ridiculous names. This prompted a notification to the original user, prompting users to check out these new boards that essentially made fun of them. ( this explanation is waaaaay more complicated than the experience )
The punchline was a custom recipe engine that swapped hipster recipes for easy alternatives using Campbell’s vast recipe library. The recipe engine paired with the notification driver lead to a crazy successful campaign. Pinterest used this campaign as a case study for innovative initiatives on the platform.
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.