Made for Real, Real Life plays in the space between inflated expectations and *real* real life. It reminds us that the worlds we see on TV, in self-help books, and in our social feeds are not real but curated. And it celebrates the perfectly imperfect lives we truly lead, against that backdrop, using perfection as a foil.

Executions against Made for Real, Real Life thumb their noses at the stereotypically perfect contexts in which they’re placed, commiserate with their audience by showing it’s more fun and rewarding to live a real life than a perfect life, and position Campbell’s products as real meal options for when we find ourselves stuck between work and soccer practice.

RRC was a digital campaign that poked fun at relatable Pinterest fails and gave moms a tool to remove mealtime stress.

At its core was a first-of-its-kind tool, powered by data from Pinterest’s API, that allowed Pinners to swap their most-time-consuming recipes for simpler versions of similar dishes:

After logging in, a custom algorithm searched Pinners recipes for data signals inferring complexity: hard-to-source ingredients, unusually large prep times, obscure-sounding techniques, etc.

Then, the tool applied a matching algorithm to pair users’ most-time-consuming recipes with recipe pins that were less likely to cause stress

Users could save the simpler Campbell’s recipes back to their Pinterest boards, they’d consider them when planning their next meal

We drove our audience to the swapping utility with promoted Pins designed to stand out from the feed, Facebook videos, and a Pinterest notification hack that played on the tongue-in-cheek nature of our campaign.

The campaign outperformed all benchmarks, generating more than 3.3mm average daily impressions across all channels (currently over 170mm impressions total).

The data-driven recipe swapper at the center of the campaign received more traffic during it’s flight than any other Campbell’s property. And people found the tool highly valuable: they spent more than 2 minutes with it, on average, and that 1 in 5 of them came back within a month to use it again.

All of this served a point, of course, as we saw a visible spike in Campbell’s-related activity, with 2.6 times as many pins saved as the year before - recipe pins with Campbell’s ingredients that food wranglers are now referencing when deciding what buy for dinner.

Most importantly, though, we reminded moms all across America that it’s okay to not be perfect, and gave them a tool that made their real, real lives measurably easier.