Colossal Casserole

Campbell goes for a Pinterest record.

We’ve been eagerly waiting for cool Pinterest campaigns. Campbell U.S. and Toronto’s Proximity have unveiled their colossal campaign just in time for American Thanksgiving. Tapping into Campbell’s most-sought after recipe (that would be its green bean casserole apparently), each time someone pins the dish to his or her Pinterest board, Campbell will donate a serving’s-worth of the recipe to Feeding America. But what’s more – for each pin, a serving (or rather a picture of a serving) of the casserole gets added to a communal board that just keeps growing and growing. At press time, it sits at 542 individual servings – that’s one massive dish.


Advertiser: Campbell
Agency: Proximity
VP Creative Director: Dave Stevenson
Art Director: Brandon Drew
Copywriter: Owen Milburn