Love Canned food is a multi-channel food and drinks communications programme aimed at educating people about the benefits and qualities of canned food. We collaborated with Weber Shandwick to visualise recipes videos and create content for a year long social campaign that raised awareness and positively changed perceptions about canned foods.
Our simple and effective approach meant that we were able to create a large amount of easily digestible, seasonally related content and recipe videos that could be spread out across the year and targeted to specific audiences. The food and drinks advertising campaign was such a tasty hit that we are now in the fourth annual cycle.
We conducted a range of research techniques and found that the target audiences viewed recipe videos quickly and often without sound to gather inspiration for new meals. Offering recipe videos and content that was visually striking, informative, clear in direction and that enabled viewers to consume social content passively was the best way to ensure viewers watched the whole of the recipes and developed a positive relationship with canned foods.
We worked with a culinary team including a chef and a food stylist to create additional recipes that would appeal to the target audience. The recipe videos that were exciting, high in nutrition and visually pleasing. You can find our videos across all LCF social media channels and on their website.