Libby’s Launches A Photo Contest To Drive Seasonal Multi-Channel Engagement

Jessica WilliamsLast Updated: CPG

To share the appreciation this Thanksgiving, Libby’s and product marketing agency, Ketchum has launched the second year of ‘Cansgiving’, a beautifully designed photo contest where followers are asked to share what they’re thankful for throughout November.


  • Utilize the dedicated hashtag #Cansgiving to inspire social conversation and UGC creation
  • Capture valuable audience data and opt-ins for future marketing promotions
  • Drive entries through multiple social channels to maximize campaign reach
  • Partner with three charitable organizations to showcase Libby’s community values


With Thanksgiving being the perfect time to reflect on the things we’re grateful for, Libby’s is capitalizing on the occasion by launching the second year of its #Cansgiving photo contest, published to its website.

The popular food brand is asking website visitors the question ‘What are you thankful for this Thanksgiving?’, where users can post a photo of what they’re thankful for through Instagram by tagging #Cansgiving and #Sweepstakes, and to Twitter using the hashtags and @LibbysTable. Alternatively, Libby’s has embedded a form within its website and Facebook page, where participants can submit their personal details along with their entry, and can opt-in to receive marketing emails, enabling Libby’s to capture valuable audience data.

Using the Wayin platform, Libby’s can then filter, curate and publish the best and most eye-catching entries to the #Cansgiving social hub. Visitors of the campaign page can then browse the best entries so far, get inspiration, and can retweet their favorite posts.

In order to thank both potential and current customers for their involvement, Libby’s is rewarding ten loyal brand advocates with $350 towards their holiday feast, as well as an assortment of Libby’s Fruits & Vegetable goodies. What’s more, to showcase Libby’s’ community values, each winner has the chance to choose one of its three chosen partners; Meals on Wheels America, City Harvest, and Children’s Hunger Alliance, to which Libby’s Fruit and Vegetables will make a matched donation.

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