Hellmann’s: Mayo tackles food waste

The Hellmann’s Mayonnaise Make Taste Not Waste campaign launched during the Super Bowl to address food waste and drive sales in the United States.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

While America knows and loves Hellmann's for its rich and creamy taste, it isn't always a 'go to' ingredient. The challenge was to inspire Americans to use Hellmann's to reduce their food waste. Importantly, we wanted to do this without guilt-tripping.

To grow the brand we needed to make Hellmann's famous for its purpose - Make taste not waste. Further, to spur behavior change, we knew that how we brought it to life needed to be memorable and inspiring. Therefore, we worked with consumers every step of...

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