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.

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Libby's Pumpkin deserved more than that. After all, it's been trusted by bakers for more than 100 years.

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Our target was primarily housewives who love baking and sharing their delicious creations with others. They enjoy reading and telling stories.

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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.