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Hellmann'sSuper Bowl

Make Taste, Not Waste

Transformed Hellmann's from just a condiment to essential ingredient that helps turn food waste into delicious meals, targeting Millennials' hate of food waste and 'Fridge Blindness'.

Make Taste, Not Waste

The Challenge

Hellmann's faced declining sales and lost share, particularly with Millennials who saw it as just a condiment. We pinpointed a new, impactful purpose: one that expanded usage occasions while delivering genuine social impact.

The key insight? Millennials hate food waste, yet they experience 'Fridge Blindness' – seeing only ingredients, not meals. This was Hellmann's chance to step in.

Strategic Solution

We transformed Hellmann's into the essential ingredient that helps turn food waste into delicious meals. Our call to action: 'Make Taste, Not Waste.' To achieve maximum resonance, we brought this message to the Super Bowl, leveraging America's second largest food waste day as our powerful platform.

Campaign Execution

Social Strategy & Rollout Plan

Super Bowl Activation

My Role

  • Strategy/ Leadership
  • Social Strategy & Rollout Plan

Results

Yes
Super Bowl Activation
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H: Inter • B: Inter
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Soft Cream
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