Everyday Chef Campaign
Pop Art and Pacific Natural Foods teamed up for the second annual Everyday Chef Challenge, an online contest that celebrates the creativity and resourcefulness of home chefs.
The Challenge
How does Pop Art repeat the wild success of Pacific’s first online contest where they won fans and influenced home chefs? Pacific is known for their natural and organic products, and fans are beginning to think of them as pantry staples, but how do we drive regular usage?
Strategy
Partnering with Maxwell PR, Pop Art created an online cooking contest that inspires home chefs to experiment and makes it easy for them to upload recipes and photos, vote for their favorites, and direct friends to the site via a newly created Facebook tab.
Results
Thousands of foodies participated in the contest by voting for recipes, and more than 140 entered recipes. Pop Art and Pacific Natural Foods are now determining the best way to leverage the recipe database on pacificnaturalfoods.com to continue building community in the future.