Bob’s Red Mill | Ancient Travel

INSIGHT: In the last few years, services like 23andMe have people learning their family history and DNA lineage dating back centuries.

IDEA: With the goal of promoting lesser-known products from Bob’s Red Mill, the idea behind this campaign is to promote learning about cultural roots through recipes and foods. Through a series of vintage-style travel posters depicting Mesoamerica, ancient Rome, and the Far East, customers are encouraged to try the Ancient Grains line new foods through experimenting with old world ingredients.

Creative

Campaign Plus-ups: Sharing Family Recipes

Seeing the popularity of diving into one’s ancestry and DNA history, Bob’s Red Mill will tap into that interest with a foodie challenge for their customers: create a traditional family dish using Bob’s Red Mill products. Email subscribers will get the challenge details, asking home cooks to reimagine their family dishes with healthier ingredients and traditional grains, and give people opportunities to share their culture within the community. These opportunities would look like in-person potluck style events in multi-cultural community centers, sharing the recipes for an online recipe book collection, and more.