Social Media Campaign

Maxwell PR’s tasty leftovers campaign yields satisfying social media results

The firm’s campaign netted 46,000 newsletter signups for its client, Pacific Foods, and a “Best Social Media Campaign” win at PR Daily’s 2020 Digital Marketing & Social Media Awards.

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What should you do with all those holiday leftovers?

That’s a crucial consideration for a company in the bone broth business, such as Oregon-based Pacific Foods. To help promote Pacific Foods’ products and increase brand affinity, Maxwell PR created a “Leftovers Upgrade” campaign to help fans get creative with Pacific’s pantry staples.

The campaign, which launched a week before Thanksgiving in 2019, featured giveaways—including $500 gift cards and prize packs loaded with Pacific Foods goodies. The initiative also shared holiday feast ideas and delectable, “choose-your-own-adventure”-style videos that generated customized recipes based on personal preferences. The interactive videos demonstrated creative ways to repurpose Thanksgiving leftovers with ingredients users might already have on hand. Styling of the videos featured clean, white marble countertops to keep the focus on the food, with most shots being filmed top-down to provide instruction and clear views. To provide seasonal context and subtle branding, Maxwell included nods to Thanksgiving with small pumpkins and pops of green to match Pacific’s signature color.

To extend reach and encourage sweepstakes entries, Maxwell deployed Facebook, Instagram, Twitter and Pinterest ads featuring images of final recipes created from leftovers and copy featuring a call to action to click through for a chance to find new recipe inspiration and enter to win Pacific products and $500. Additionally, the agency boosted the Facebook, Instagram and Twitter posts announcing the sweepstakes to relevant audiences.

The wildly successful campaign garnered more than 63,000 sweepstakes entries for the gift cards and prize packs, 95,000 video views and 46,000 signups for Pacific Foods’ e-newsletter. That, in addition to giving a delicious second act to innumerable Tupperware containers full of forgotten stuffing, is quite the accomplishment. 

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