Promotion Type

Online Photo & Essay Contest

Sponsor

The J.M. Smucker Company

Creative Agency

Cohn & Wolfe

Overview

Online contest that combined both photos and essays to celebrate and recognize “everyday” celebrations of family. A panel of judges determined the 10 best submissions which were then posted online for consumer voting. The winner received $10,000 intended for a family vacation to Celebration, FL.

Promotion Summary

This popular contest underscored the relationship between family and Pillsbury and encouraged consumer participation with the online voting component which drove traffic to the site and kept visitors engaged while they reviewed the 10 finalists.