Work / LIBBY'S Pumpkin

Can Your Superfood Do That?


LIBBY'S Pumpkin
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Facebook Studio Gallery; Silver Cleveland ADDY and Silver District ADDY for Non-Traditional Advertising; IAC Best Advertising  Social Media/Social Network; EX Gold Best Use of Social Media

The Challenge

Pumpkin: the quintessential fall ingredient, typically relegated to the last four months of the year. We set out to change that. In a new campaign for LIBBY’S® 100% Pure Pumpkin (Nestlé USA), we pitted the beloved seasonal favorite up against other superfoods to show all the things #PumpkinCan do beyond the pie. Kale can’t stand in as a replacement for butter in baked goods. We wouldn’t recommend stirring a banana into your favorite chili recipe. You get the point. 


The effort garnered widespread attention as health enthusiasts began thinking about the “seasonal” ingredient as more of an everyday pantry staple (and touting their new discoveries online). Dozens of digital “posters” featuring recipes, nutritional information, substitution tips and entertainment were housed on a special hubsite where fans could share their favorite new discovery on the social outlet of their choice. Incentivized with a chance to win multiple Vitamix® blenders and a chance to land a free weekend in New York City, fans new and old helped achieve millions of impressions. And we didn’t just broadcast the message out ourselves. We partnered with 56 health, food and lifestyle bloggers to help rethink what #PumpkinCan do, create new recipes and spread the word. A celebrity partnership with chef and author Lo Bosworth helped to spread the message even further among a new young audience with a live Twitter chat, Instagram posts, media tours and interviews.