Pepperidge Farm wanted to make buns a regular food shopping items, not just for special occasions. Between summer months of May to September we invited grilling fans to show-off photos of their homemade hamburgers and hotdogs for a chance to win.
Consumers could enter via Twitter and Instagram using the hashtag #RespectTheBunPromotion or by AMOE. Photos were collected and showcased in an online microsite gallery. At summer's end all photo submissions were individually judged, and the best hotdog and hamburger photos chosen as the grand prize winners.
16 weekly sweepstakes winners each received $1,000, and the two grand prize winners for the hotdog and hamburger photo contest each received $10,000.