Hellmann's Real Food Rescue

Hellmann’s mayonnaise used video, social, out of home and on-ground activations to raise awareness about food waste and redefine its corporate responsibility in Canada.

Campaign details

Brand: Hellmann'sLead Agency: MindshareRegion: North America

Objective

Hellmann's is made with real ingredients. Since 2007, the brand's mission has been to bring more real food to Canadians through the "Real Food Movement". Understanding that four million Canadians go hungry every year while billions of dollars of food are discarded every year. This fact gave Hellmann's the information they needed to understand where they could make a difference and how they can affect the amount of food that is wasted every year. Our challenge was to defend Hellmann's number one market share. We needed...

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