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