Campbell Soup is running a cause-related Pinterest promotion to encourage Thanksgiving cooks to include its classic green bean casserole recipe, made with Campbell’s Cream of Mushroom Soup, on their menus.
Through Nov. 30, Campbell will donate $1 (up to $10,000) to Feeding America for each image of the casserole pinned or repinned. In addition to appearing on Pinterest users’ boards, the images are being aggregated to create a “Most Colossal Casserole Pinterest board” on the Campbell’s Kitchen Pinterest page.
The green bean casserole recipe (which also calls for French’s French Fried Onions), was created in 1955 in Campbell’s Kitchen by home economist Dorcas Reilly. It took off after being featured in an Associated Press Thanksgiving piece in the same year.
According to Campbell, more than 30 million households will include the side dish in their holiday meals this year.