Love Canned food is a multi-channel communications programme aimed at educating people about the benefits and qualities of canned food. We collaborated with Weber Shandwick to visualise recipes 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 that could be spread out across the year and targeted to specific audiences. The 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 audiences viewed recipe videos quickly and often without sound to gather inspiration for new meals. Offering recipe 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 and deliver recipe videos that were exciting, high in nutrition and visually pleasing.