Swanson. Why I Cook.
People love posting beautiful photos of their food and they want to say something about their post. This is the premise behind “Why I Cook”. We engaged consumers with exquisite images of finished dishes made with Swanson Broths and Stocks and the ingredients behind them. Layered on top is the personal reason behind each. The campaign naturally translated across all platforms to maintain a broad Swanson conversation with consumers.
"Sing"
“Sing” was the highest performing ad created since the ‘Why I Cook’ campaign was first launched.
"Cold Outside"
"How to" social videos
We created a series of silent social videos that gave cooking tips to our consumer.
Pinterest cinemagraph pins
We created these pins which have some movement in the otherwise still image: almonds popped on one at a time to top a string bean dish, candles flickered behind a holiday turkey and gravy dripped down the front of a sandwich made from leftovers. The movement helped draw attention on this platform which mostly contains static images.
:07 side dish videos
Since the use of broth when cooking side dishes is a big opportunity for growth, we created a series of :07 second social videos to educate consumers why they should “Swap water with Swanson Broth.”
Swanson website redesign
I led a team of developers, designers and writers to redesign the Swanson website. We worked to incorporate the look and feel of the "Why I Cook" campaign to create a consistent message across all platforms.
