When Nestlé asked us create a recipe ad for their canned pumpkin, we didn't want to create just another recipe ad. Why? Because they all looked the same. A slice of pie, with a big dollop of whipped cream on top.
Libby's Pumpkin deserved more than that. After all, it's been trusted by bakers for more than 100 years.
Our target was primarily housewives who love baking and sharing their delicious creations with others. They enjoy reading and telling stories.
So we created a campaign based on trues stories, steeped in history. All with practical recipes that played a central part in the story, while also demonstrating the many ways that canned pumpkin can be used to make much more that just pumpkin pie.