National trade association of the metal can manufacturing industry in the US, Can Manufacturers Institute (CMI) has launched a multi-year, fully-integrated campaign 'Cans Get You Cooking' during National Canned Food Month.
Funded by CMI members, Silgan Containers, Crown Holdings and Ball, the campaign kicks off with an integration with ABC's nationally televised daytime food and lifestyle series The CHEW, as well as a consumer-facing public relations program.
Designed to remind consumers of the benefits of cooking with cans, Cans Get You Cooking builds on the insights from a new, comprehensive consumer research study revealing the positive associations of consumers with canned food.
CMI president Robert Budway said research shows that consumers already trust the ironclad technology of cans to deliver fresh, flavorful, nutritious and convenient food.
"Through the Cans Get You Cooking program, we will team with the country's leading brands and grocery retailers to remind consumers of their love for canned food, drive center-store sales and encourage more usage occasions," Budway said.
CMI will partner with The CHEW throughout February to help kick-off the campaign and highlight different ways to get cooking with cans.
