Lewis Communications is serving up a heartfelt celebration of family traditions in a new campaign for the Alabama Natural Gas Association that swaps celebrity chefs for the real stars of Southern kitchens.
The Potluck All-Stars Competition honors the grandmothers, family cooks, and recipe keepers whose casseroles, cobblers, and chili recipes have become staples at Sunday dinners, reunions, and neighborhood gatherings. The campaign centers on four lifelong home cooks who compete with signature family recipes while sharing the stories behind the dishes passed from one generation to the next.
Created by Lewis, the campaign positions natural gas as the dependable fuel behind those traditions, highlighting the role it plays in kitchens where family recipes continue to bring people together. Throughout the hero film, contestants prepare their dishes over a blue flame while reflecting on the memories, milestones, and relationships tied to each meal. In the end, Miss Annie Lee is crowned the competition’s winner. Watch below:
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Beyond the competition, the campaign features interviews with well-known Alabama chefs discussing how family recipes shaped their culinary journeys and continues across paid and organic social media, including Facebook, Instagram, TikTok, and influencer partnerships. Alabama Natural Gas Association expects the effort to generate approximately 24 million impressions statewide.
“From the beginning, people have come together in the kitchen,” said Scott Shalles, Associate Creative Director at Lewis Communications. “The Potluck All-Stars Competition is our way of honoring that by celebrating the grandmothers, the family cooks and the keepers of recipes who have kept these traditions alive for generations.”
Shannon Jackson of the Alabama Natural Gas Association said the campaign reflects research showing today’s homeowners span multiple generations but continue to value family-centered traditions.
“The Potluck All-Stars Competition represents the latest milestone at Alabama Natural Gas Association as we find new ways to position natural gas as the steady flame behind the traditions that bring families together,” Jackson said. “Lewis found that today’s homeowners and buyers span multiple generations more evenly than ever before, yet all share the same deep connection to traditional, family-forward values.”
The campaign is now live across Alabama.
CREDITS:
BRAND: Alabama Natural Gas Association
AGENCY: Lewis Communications
- Joy Honeycutt, VP of Account
- Gillian Lake, Account Supervisor
- Jennifer Carter, VP of Channel Engagement
- Cassidy King, Channel Engagement Supervisor
- Kyle Daniel, Video Production Director
- Jacob Garner, Senior Producer
- Scott Shalles, Associate Creative Director
- Jason Bickell, Associate Creative Director
- Ryan Gernenz, VP of Creative
- Ann Carlton Keller, Business Intelligence Coordinator
- Jason Phillips, Strategy Director
- Chris Griffin, Senior Data & Analytics Lead
- Hudson Moss, Business Intelligence Analytics Engineer
