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2016 One Show - Social Media

Endless Table

Agency Havas Worldwide / Chicago + Dan Goldberg Photography / Chicago

Client Reynolds
BACK TO RESULTS

Annual ID

SM16054M

About the Work

As a way to the reinvigorate Reynolds Wrap brand, we decided to tap into the flourishing foodie demographic—and the sphere in which they spend the most time—social media. The campaign features gorgeous overhead shots of eight food-filled tabletops that are seamlessly stitched together to create one long "Endless Table" on the Reynolds Instagram feed. Once a user sees a dish they like, they can click on the image and explore deeper into a sub-account that contains a step-by-step recipe–creating the first-ever Instagram cookbook. Reynolds enlisted an army of foodie influencers to create recipes for each table and share them on their social channels. Our overhaul of the brand's Instagram account has established Reynolds Wrap as a brand that creates value for its consumers, increased both brand affinity and relevancy, and has reached a whole new audience of fans—not to mention, has increased the @reynoldskitchens Instagram following by more than 1300%.