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Case Studies

Food & Beverage Case Study

Can Manufacturers Institute Cans Get You Cooking

The Can Manufacturers Institute (CMI) tasked Hunter Public Relations with developing and implementing a national consumer marketing strategy that would help drive increased canned food usage over time among existing canned food users. The “Cans Get You Cooking” campaign, which entered its fourth year in 2016, highlights the benefits of the canning process and keeps canned foods in the modern culinary conversation through a blend of traditional earned media, owned social channels and integrated media partnerships all managed by Hunter PR. In the first two years of the campaign alone, the Cans Get You Cooking team garnered 1 billion media impressions and 30,000 placements communicating key campaign messaging, built a Facebook community more than 100,000 strong and demonstrated a measurable impact on the target consumers’ canned food perception and purchase intent.

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