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
Next Project
HexClad
Area 51 Super Bowl Campaign