Reynolds Wrap established a cooking tool for the modern food lover by creating an endless table of food with overhead shots of dishes stitched together on its Instagram feed. The company encouraged popular chefs, food bloggers, and foodie Instagramers to add their own dishes to the table, and the feed’s viewers could click on any dish that seems appealing in order to access a sub account with additional information and its recipe.

The campaign generated more than 263 million impressions and increased @reynoldskitchens Instagram following by more than 1,300%.