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.
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