US Ad of the Week: Reynolds Wrap ‘Endless Table’

In an attempt to grab the attention of moms who are busy sharing pictures of their kids on social media, Havas Chicago created an ‘Instagram Cookbook’ for tinfoil brand Reynolds Wrap that features photos and instructions for easy-to-make meals.

Voted by US Creative Department readers as Ad of the Week, the ‘@ReynoldsKitchens’ Instagram account features an ‘endless table’ made up of dozens of images of dishes – anything from blueberry cookie bars to homemade pizza quesadillas – that are stitched together to make one seamless photo.

Once users click on an individual image of a dish, they will then find a handle that directs them to a sub-account that features a recipe with photos and step-by-step directions. For example, users who click on ‘@lemonchickenwithbroccoli’ will find a new page with six photos detailing how to make the meal.

The brand’s Instagram account will feature a number of seasonal recipes throughout the remainder of the year, including back-to-school, Halloween, and holiday.

The campaign is part of Reynolds Wrap’s effort to reposition itself as a lifestyle brand rather than just a product for leftovers.

If you’d like to vote for next week’s winner, visit our US Creative Department here. The ad that receives the most votes will be named ‘US Ad of the Week’ next Wednesday.

Credits:

Chief Creative Officer: Jason Peterson

Group Creative Director: Ecole Weinstein

Creative Director: Shelby Georgis

Copywriter: Matt Bush

Junior Copywriter: Ellie Brzezenski

Art Director: Katie Rogers

Additional Credits: Co-Head of Production, N.A.: David Evans

Producer: Jordan Sider

Business Affairs Manager: Bonnie Hamilton

Group Account Director: Lisa Evia

Account Director: Kevin Passolt

St. Project Manager: Matt Hartwig

Account Executive: Christina Banuelos / Caitlin Kennedy

Havas Media: Vanessa Watts, SVP Strategy Director

Production Company: Studio 6 CHI / Dan Goldberg Photography

Photographers: Chris Hainey / Craig Hensel / Ryan Chun / Dan Goldberg

Producer: Jordan Sider (Studio 6 CHI) / Nicole Gomez (Dan Goldberg Photography)

Editorial Company: Studio 6 CHI

Editor: Kelsey Moher

Post-Producer: Jordan Sider

Colorist: Nolo – Elliot Rudmann

Music Composer, Company: Marmoset / Premium Beat / Bryan Lee Brown

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