Everyone Is Cooking.
Appealing to a younger crowd that was either over-scheduled or under-equipped to make a real dinner, Campbell's launched a new line of easy-to-use, foodie-inspired cooking sauces. To introduce Skillet Sauces, we launched an integrated, user-generated campaign that celebrated this new democratization of cooking and leveraged the behavior of socially-driven food photography to spread the message across all media: with new Campbell's Skillet Sauces, now everyone is cooking.
Taking advantage of the #FoodSpotting trend to showcase the culinary convenience of Skillet Sauces, Campbells invited consumers to participate in our campaign by sharing photos of their meals. Those photos would then be used across multiple media channels and incorporated into TV, online, OOH and social advertising.