Classico wants its consumers to save and reuse its pasta sauce Mason jars. The latest social media campaign launched by the company along with reCAP, which designs and manufactures caps and accessories for Mason jars, urges people to use “inspiration, passion and creativity” in reimagining ways to reuse Classico sauce jars.

“Classico sauces have always come in Atlas Mason jars, but it wasn’t until recently that we saw consumers repurposing our jars for uses ranging from storage containers to drinking glasses, kid-friendly crafts, wedding décor and more,” says Amber Lynch, associate brand manager for Classico. “Mason jars are really on trend right now.” According to the Wall Street Journal article, “The Multitasker: Ball Jar,” retail sales of Mason jars have recently increased 20 percent, and 100 million more Mason jars were sold in 2012 than 10 years prior.