Ball Canning
Trend ownership plus authentic content spoke directly to Ball's target audience
Goal
Pickling isn't just having a moment. Pickling is having a renaissance. From fermented vegetables to creative flavor experiments, a new generation of home cooks are rediscovering the art of pickling, and with one of the 2025 Pinterest Predicts trends pointing to surging interest in pickling and DIY food culture, Ball Canning saw a natural fit. For Ball Canning, America's most trusted mason jar brand for more than 140 years, this cultural shift presented the perfect opportunity to reach both loyal canners and curious newcomers during their crucial spring and summer canning season.
Ball turned to Pinterest to connect with an audience that is already primed for culinary creativity. The platform's high-intent users don't just scroll. They plan, experiment and try new recipes and techniques. Ball Canning’s goal: drive increased usage of core canning jars and accessories among current users and inspire a whole new audience to discover that canning isn't intimidating. It's approachable, fun, and deeply satisfying.
Strategy
When Pinterest released its 2025 Predicts trends, one stood out to the Ball team: Pickle Fix. The brand decided to own the moment, creating content that positioned Ball mason jars as the essential tool for the pickling surge. Using Pinterest's Creative Connect services, they developed trend-aligned creative featuring the Pickle Fix Predicts Trend Badge, ensuring their ads appeared where inspiration was happening.
Next, Ball layered in a second strategic move. They rotated influencer and user-generated content into their consideration campaign, swapping polished brand messaging for authentic, real-life canning moments. These short videos (under 40 seconds) featured story-driven narration, seasonal recipes, and imperfect, approachable demonstrations. The combination of trend ownership and genuine creator content spoke directly to Ball's target audience – the Culinary Artists who view their kitchens as creative spaces and seek personal growth through new techniques.
“
Because we owned Pickle Fix, Ball was positioned as the go-to for pickling inspiration, and our jars became more than just containers on Pinterest. We made canning feel approachable and fun through seasonal recipes, short form video and story-driven narration via UGC. This combination drove strong engagement and standout performance.”
Scott Franzer
Director Digital Marketing, Newell Brands
Results
The strategy paid off with significant efficiency gains and strong audience engagement. Ball's Pickle Fix Trend Badge content drove a CPM that came in 16% below the household goods awareness benchmark and 30% below Ball's own campaign benchmark, proving that trend alignment unlocks efficient reach.1 When the brand layered in influencer content starting in July, performance accelerated even further. Outbound click-through rates to Ball's site jumped 60% higher than the kitchen supplies vertical benchmark, while outbound cost per click dropped 13% below that same benchmark.2 The campaign delivered exactly what Ball needed: cost-efficient awareness paired with meaningful traffic that brought curious home cooks directly to their products.
“
Through collaboration with Ball and Pinterest, we activated Pinterest Predicts’ ‘Pickle Fix’ trend to craft a data-backed strategy. Using trend intelligence for creative and targeting made the campaign a success!”
Kimberly Clary, Associate Director, Crossmedia
30%
lower CPM on ads with Ball's Pickle Fix Trend Badge1
60%
higher outbound CTR Outbound click-through rate to Ball's site was 60% higher than the kitchen supplies vertical benchmark1
13%
lower outbound CPC Outbound cost per click was 13% lower than the kitchen supplies vertical benchmark2
Explore Related Resources
Pinterest Predicts / Trend alignment
Stay ahead of what's next by tapping into Pinterest Predicts, our annual trend forecast that helps brands connect with high-intent audiences at the right moment.
Creative Connect services (UGC/influencer content production)
Creative Connect makes it easy to produce authentic, platform-native content that resonates with your audience through Pinterest's network of creators.