Ball Yes, I Can

Ball brand mason jars (from Newell Brands) came to us to help us bring canning to a new audience. Because the tradition of canning is often associated with people of an older generation, they wanted to spark an interest and love of canning to a younger audience and make what appeared to feel old or complicated feel new and simple. Using a tagline of "Yes, We Can", we filmed 3 recipe videos that simplified the step-by-step process of canning. A microsite we created shows users the step-by-step video and photo guide, canning 101, and printable labels to attach to the jars after canning. While Ball already had a massive useful website, it overwhelmed inexperienced canners, and our website, along with social and digital created for this campaign, gave growth to a new generation of canners! Yes, we can! Pickles, Tomato Sauce, and Jam!

Photography

The photography on the main Ball site was a little more targeted towards an older audience and felt a little dated. For this new audience, we wanted to create photography that fun light, bright, inviting, and made canning seem SIMPLE (or simpler, at least). To work well in the digital space, we shot from above taking inspiration from knolling visuals made famous in the Tasty-era.

Microsite

There were approximately a million recipes on the main Ball website with everything you could ever need to know about canning. The problem with that? Millennials don’t care. It might work for the hardcore canners, but for the light canners or ones who have never tried it, that can be quite intimidating. We created a microsite that only featured 3 recipes - the gateway drugs of canning, if you will: mixed berry jam, bread and butter pickers, and roma tomato sauce. The website also featured easy to understand canning 101 and an infographic that visually showed what jar you need for what application. The website was mainly visual and we tried to use as little copy as legal would allow.

We designed wireframes before getting to the design process to figure out the UX that would be easy to understand for consumers and create a simple and easy flow - with special attention to the mobile layout, because well, millennials.

Labels

We wanted to allow first-time canners to enjoy canning even more by printing out labels for the recipes featured on the site and to encourage gifting as well. We then worked with influencers to post images of their canning parties.

iBotta Tiles

We designed iBotta tiles to lead consumers to retailers - with lightweight, fun and playful messaging that talked to canning and other easy and trendy uses of Ball jars.