Campaign: The Most Colossal Casserole
Company: Campbell’s Soup Company
Nonprofit Partner: Feeding America
Launch Date: November 19, 2012
This Thanksgiving, Campbell’s Kitchen is setting out to create the largest-ever Green Bean Casserole on Pinterest. For every image of the side dish that’s pinned by November 30, Campbell’s will donate $1 to Feeding America to help feed people in need (up to $10,000). Every pin and repin during the campaign not only appears on a user’s board, but also becomes aggregated onto Campbell’s Most Colossal Casserole Pinterest board.
Although small in scale, we’re always encouraged to see brands making use of a social platform like Pinterest for cause marketing efforts. This campaign makes perfect sense to keep an old standby like green bean casserole top of mind during this food-centric holiday. Cross-promotion on the Campbell’s Kitchen website and Facebook page will undoubtedly drive additional traffic to support this effort.