Recipe print ad campaign for Libby's Pumpkin (a Nestlé company).
When Nestlé asked us to create a recipe ad for their Libby's canned pumpkin, we didn't want to create just another recipe ad. Why? Because they all looked the same. A slice of pie, with a big dollop of whipped cream on top.
Libby's Pumpkin deserved more than that. After all, it's been trusted by bakers for over 100 years.
We knew that our target was primarily women -- housewives -- who loved baking and sharing their delicious creations with others. They enjoyed reading -- and telling -- stories.
So we created a campaign based on true stories, steeped in history. All with recipes that they could tear out and add the their recipe file.
We also demonstrated that Libby's Pumpkin can be used to make more than just pumpkin pie.