Reynolds Wrap, made since 1947, has a long and storied history as an essential cooking tool. But heritage and quality alone weren’t enough to connect with younger consumers. Using new and innovative platforms and modern cultural cues, we introduced ourselves to the contemporary cook, while at the same time, leaning into the brand’s heritage. With a careful and clever balance of modernity and nostalgia Reynolds reinforced an important and shared belief - times may change, but core values endure.