Together with Pinterest we launched the Golden Recipe contest—a campaign celebrating recipes treasured by families and communities. Rather than just another recipe collection, we positioned this as a way to honor food traditions and the stories behind them. The collaboration generated authentic user-generated content while strengthening both brands' connection to home cooking culture, resulting in a curated selection of winning dishes that resonated deeply with our shared audiences.
UGC and Creator Content Program
We highlighted our most cherished recipes to spark inspiration for audience members to throw their hat in the ring of the contest. After the contest concluded we brought the program back full circle to announce the winners to our eager audience. Together we deployed a custom article sharing the winning recipes along with a series of social posts across Instagram and Pinterest, continuing to share cherished recipes.
