Libby’s Pumpkin does the majority of its business during the fourth quarter holiday season. Right now, however, pumpkin is being used in many other savory ways – and expanding rapidly. The challenge was to encourage usage of Libby’s Pumpkin for baking recipes beyond the traditional pumpkin pie. The solve? Content marketing. The #PumpkinCan campaign took a humorous punch at mainstream superfoods. Valuable tips, recipes and ideas featuring the super-flexible superfood, Libby’s Pumpkin – all packaged into shareable content ready for Twitter, Pinterest and Facebook.