Hormel Chili “Big Chili Idea”
CLIENT
BBDO Minneapolis
DATE
January 2007
What do you get when you cross Visual Thesaurus, a sweepstakes and a community-based recipe site?
A chance to win a year’s worth of Hormel Chili, that’s what!
Participants in this promotion and sweeps were invited to submit their most creative recipes — all with Hormel Chili as the central ingredient — and at the end, the top 10 community-rated recipes went into an official cookoff.
Users could search by ingredient and visually explore a relational web of user-submitted recipes. The number of submissions significantly exceeded expectations, and the culinary universe of chili eaters everywhere expanded.