Green Bean Casserole Campaign Helps Feed People in Need

In November 2012, Green Bean Casserole fans pinned over 10,000 servings to help donate 10,000 dollars to Feeding America. Their efforts were part of Campbell’s innovative Thanksgiving campaign designed to help drive food donations by creating the largest-ever Green Bean Casserole on Pintrest.

“It was exciting to see the passion for both a family tradition and giving back come together with this promotion,” said Jane Freiman, Group Director-Campbell’s Kitchen. “It was great to see how the Campbell's Kitchen team was able to unlock the power of Pinterest to do this.”

The first-of-its kind Colossal Green Bean Casserole campaign used brand new Pinterest technology to build a gigantic digital casserole. Every Pin and Repin during the campaign not only appeared on a user’s board, but also became aggregated onto Campbell’s Most Colossal Casserole Pinterest board. This board created the largest-ever Green Bean Casserole on Pinterest.

For every image pinned through November 30, 2012, Campbell donated the cost of 1 serving of Green Bean Casserole (one serving = $1) to Feeding America to help feed people in need (up to a total of $10,000).

See The Most Colossal Casserole on Pinterest. In order to view all the pins or the pieces of the casserole, you’ll need to scroll through 155 Pinterest pages.

During the campaign, the Classic Green Bean Casserole recipe had 1,172,816 views on CampbellsKitchen.com, there were 20,637 attempted recipe pins from banner ads and CampbellsKitchen.com, and 42% of CampbellsKitchen.com visitors viewed the Green Bean Casserole recipe.

Amazingly, you’d need 1,667 cans of Cream of Mushroom soup to make 10,000 servings of Green Bean Casserole. Stacked, these cans would reach as high as the Washington Monument.