Swanson's latest campaign is shifting focus from ease-of-use to enjoyment in order to meet the growing number of home cooks that relish the process of creating a meal. The "Why I Cook" ads, by BBDO, New York, rely on cooking scenes and feature chefs talking about turning a pan's "blank canvas" into a great work. The campaign also includes Swanson-branded cooking videos on tablet applications from Food & Wine, Bon Appetit and Epicurious.com.

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