A young mother (Tatyana Ali) struggles to get her young autistic son to eat until she realizes he loves to help her cook. Together, they work together in the kitchen, often using Campbell’s products, as he grows up. When he finally moves out as a (very tall!) young man (Aidan Cazeau), his mom gifts him with a homemade cookbook all his own before she and their friends join him in his new home for a holiday meal.

Lifetime partnered with Campbell’s on “Spoonful of Joy,” a 6:30 short film that premiered during Lifetime’s annual “It’s a Wonderful Lifetime” holiday movie campaign. The idea for the creative, which was produced with Spark Foundry, came from Lifetime’s Jennifer “Fergie” Ferguson who also raised a son with autism. Unscripted mainstay chef Buddy Valastro also appears as a helpful grocery-store worker.

The multiplatform commercial campaign was developed by A+E Networks’ in-house creative team in collaboration with Best Buddies and Positive Pathways Behavior Services for on-set consulting. The commercial event, Spoonful of Joy, premiered during Lifetime’s movie, The Holiday Proposal Plan, on December 16. The entire short film is now available on YouTube and Lifetime’s microsite hub.

In addition to the linear premiere, Campbell’s sponsored custom short-form, social, digital hub and virtual integration of the campaign across Lifetime’s multiplatform ecosystem, including a few fun holiday recipes.

CREDITS

Client: A+E Networks/Lifetime

Writers: Jennifer “Fergie” Ferguson, Diana Davis

Executive Producers: Sarah Walker, Desiree Holm Moyer

Creative Director: Jennifer “Fergie” Ferguson

Director: Kim Ferraro

Editor: Greg Mitchels

Production Coordinator: Imaris Estelle Beniquez

President, Ad Sales: Peter Olsen

SVP, Ad Sales: Nicole Durette

Strategy Director, Ad Sales: Stephanie Mokas

Account Executive: Rob Duke

Director, Agency Solutions: Danielle Bruzzese

EVP, Ad Sales Partnership: David DeSocio

VP, Partnerships: Maura O’Donovan

VP, Ad Sales Partnerships: Niki Mandell

Sr Director, Ad Sales Partnerships: Melanie Harris-Lee

Sr Manager, Ad Sales Partnerships: Marissa Forenza

Client: Campbells

VP, Integrated Marketing: Marci Raible

Manager, Media Strategy & Partnerships: Rachel Reiss

Brand PR & Social Media: Lisa Zahn

Agency: Spark Foundry

VP: Ebony Jones

Managers: Mallory Simms, Emily Perlman

Tags: a+e networks branded content campbell's lifetime spark foundry


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