Maycember with Bob Evans

“Maycember” describes the chaos parents experience when they feel as busy as if it’s the holiday season, except it’s May. With end-of-school events, sports, and summer planning, it’s hard to catch a break. Bob Evans, a brand focused on homestyle comfort, launched a Maycember campaign to help alleviate the stress parents face during a busy time of year through helpful content and social giveaways.
To bring this vision to life, Bob Evans partnered with Breaktime Media to create an interactive, immersive, digital experience. The campaign adopted a comforting, relatable voice that resonated with busy parents, especially those seeking high-quality comfort meals during stressful times. The creative theme centered on coziness and nostalgia, complemented by mouthwatering food visuals that highlighted Bob Evans' delicious offerings and copy emphasizing the time-saving ease Bob Evans brings to on-the-go families.
The shopper experience, designed to bring awareness to Maycember and excite shoppers with personalized content while driving sales, began with a brand introduction highlighting the message “Less prep. More joy.” Shoppers could then discover quick tips for conquering the Maycember madness, followed by a chance to find their perfect Maycember meal through a quiz that provided a personalized Bob Evans product recommendation.
A central component of the campaign, and an audience favorite, was the AI recipe generator, which allowed shoppers to select their preferences, from dietary restrictions and number of people to meal type, to generate custom recipes using featured Bob Evans products. From there, shoppers could add Bob Evans products to their digital shopping carts and explore aggregated social content from Instagram.
The campaign’s interactive content was a real crowd-pleaser—shoppers showed strong purchase intent and engagement with the listicle, quiz, recipe generator, and social aggregator. This engagement directly translated into sales, with third-party sales measurement studies showing an impressive return on ad spend and incremental sales. A June content refresh ensured the campaign remained relevant and impactful beyond May.
Overall, the campaign successfully leveraged the Maycember occasion to drive awareness and sales while engaging shoppers with personalized content, helping families find ease and comfort during Maycember with Bob Evans.