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The Can Manufacturers Institute (CMI) launched Cans Get You Cooking, a multi-year, fully-integrated campaign launching nationwide during the ongoing February National Canned Food Month.
Funded by CMI members, Silgan Containers, Crown Holdings, Inc. and Ball Corp., the campaign kicks off with an integration with ABC’s The CHEW, a nationally televised daytime food and lifestyle series, as well as a robust consumer-facing public relations program, partnerships with in-store registered dieticians and targeted trade outreach.
Cans Get You Cooking builds on the insights from a new, comprehensive values-based consumer research study revealing consumers’ strong positive associations with canned food. The campaign is designed to remind consumers of the great benefits of cooking with cans, and showcase new and exciting ways to incorporate cans into everyday mealtime occasions.
“Research shows that consumers already trust the ironclad technology of cans to deliver food that's fresh, flavorful, nutritious and convenient," said CMI president Robert Budway. "Through the Cans Get You Cooking program, we will team with the country's leading brands and grocery retailers to remind consumers of their love for canned food, drive center-store sales and encourage more usage occasions.”
Throughout the month of February, CMI will partner with ABC’s The CHEW to help kick-off the campaign and highlight different ways to get cooking with cans. The partnership will include a significant online, digital and social media presence on ABC.com throughout National Canned Food Month, as well as a co-branded consumer contest that offers viewers the opportunity to share their favorite canned food recipes for the chance to attend a taping of The CHEW in New York City.
The multi-year campaign also includes an ongoing national consumer public relations program comprised of traditional and online media engagement, as well as a robust social media initiative featuring a newly minted Facebook community, Pinterest page, YouTube channel video series and a number of Twitter parties, all meant to engage and inspire consumers with the benefits of cooking with cans. Additional elements of the campaign include consumer events and retail promotional support periods with customizable assets.