Casserole Heroes and Cobbler Queens

Audiences widely regard gas as the superior fuel for cooking, and with the growing trend of families turning to heirloom recipes to reconnect with their heritage, that belief has never felt more relevant.

In its latest campaign, Alabama Natural Gas Association unexpectedly leans into that heritage by bringing the casserole heroes, the cobbler queens and the chili champs front and center with the Potluck All-Stars Competition.

Created in partnership with Lewis, the wholesome campaign centers on grandmothers and family members who are the guardians of recipes, stories, and shared moments.
The hero film highlights four "Potluck All-Stars" — lifelong home cooks who bring decades of kitchen experience to compete with their signature dishes.
As they cook over the blue flame, they share the memories and meaning behind each recipe, revealing how these traditions have been passed down across generations.
The competition honors recipes passed down through generations and the "kitchen know-how" of grandmothers and family cooks who anchor Sunday suppers and reunions.
While this was a fun celebration, the participants were competitive, and Miss Annie Lee was announced as the winner.
Through beautifully filmed video and social content, the campaign shows how cooking with natural gas sustains these rituals, turning meals into meaningful connections between past, present, and future.
The campaign also features well-known Alabama chefs, interviewed as they reflect on how family recipes and traditions shaped their inspiration and the way they cook today.
The campaign is live now across Paid & Organic Social (Facebook, Instagram, TikTok) and Influencer/Partnership channels, with an estimated 24M impressions statewide.

QUOTES
"From the beginning, people have come together in the kitchen. 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,’ said Scott Shalles, Associate Creative Director at Lewis Communications. “By bringing the community together over a fun competition, we were able to shine a light on everything the Alabama Natural Gas Association stands for."

“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, said Shannon Jackson from Alabama Natural Gas Association. "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. We couldn't be prouder of what this partnership produced."