As partners we worked together to strategically build a consumer first campaign that entertained It's A Wonderful audiences from Thanksgiving to Christmas with a variety of content from bespoke shoppable recipes from our talent’s kitchen to a custom 6-and-a-half minute commercial. With this solution we were able to deliver on key brand metrics and reach Campbell’s target consumers.

Custom-made recipes from Lifetime’s Buddy Valastro and Tatyana Ali and Campbell’s influencer Shannon Doherty first launched on TikTok and IG and then lived on custom holiday Hub and a Walmart brand page. Social and linear drivers like a :60 trailer drove our audience to the centerpiece of the campaign a 6:30 holiday commercial.

The creative was inspired by one mother’s love for her son with autism and dedicated to children everywhere who find confidence, connection, and joy through cooking. The coming-of-age story showcased the emotional journey of a young boy, his extraordinary mother, and an unexpected friend who enters their lives at just the right time. The love and support that this special family exhibits as the child grows from toddler to grade-schooler to young adult is a tale that resonated with parents and caregivers -- while holding extra significance for families of children with intellectual and developmental disabilities. This inclusive commercial celebrated neurodivergence in a way that has never been done before. 

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