Campaign details

Brand: Hellmann's
Brand owner: Unilever
Lead agency: Mindshare, Ogilvy
Country: Canada
Industries: Sauces, seasonings, condiments
Media channels: Events & experiential, Integrated, Online video, Outdoor, out-of-home, Product sampling, Public relations, Social media, Websites & micorsites, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

Food brand Hellmann's message has always been that its products are made with real ingredients. Since 2007, its mission has been to bring more real food to Canadians through its Real Food Movement. It is known that four million Canadians go hungry every year while billions of dollars' worth of food is discarded. This fact gave Hellmann's the information it needed to understand where it could make a difference and how it could affect the amount of food wasted every year. The challenge was to defend Hellmann's number-one market share. It needed to reassert its commitment by evolving its Real Food Movement in a meaningful way.