Mayonnaise, in general, is not something many people care about. Yet, we identified a new and meaningful role for Hellmann’s to have in today’s kitchen and, in doing so, gave the brand a purpose. But not your standard brand purpose - a purpose that broadens its usage occasions while having a social impact. It gave the brand a new voice, enabling it to once again establish itself as the market leader in its own very unique way.
Hellmann's Make Taste Not Waste: Longterm Strategy
A story three years in the making
Client
- Unilever
Office
- New York
- United States
This is not about a brand just doing brand purpose. This is about a 110 year old iconic brand reclaiming its role in today’s kitchen.
Our Super Bowl strategy - highlighting our purpose message through a truly relevant platform - has brought considerable growth to our Brand, as well as firmly cementing it in culture like never before.
Christopher Symmes
Hellmann’s Brand Director
Hellmann's faced declining sales and was losing market share. They were losing with Millennials who only saw Hellmann’s as a condiment. We needed a new strategy to win over a younger audience and drive brand growth.
Millennials didn’t care about Hellmann’s but they do care about food waste (80% are trying to minimize food waste). Yet, they actually waste more than other generations. Why? They experience “Fridge Blank” - you have a full fridge but see nothing to eat. You only see disparate ingredients and not a meal. We used this moment to define a new role for Hellmann’s.
We would convert Millennials from food wasters to food savers, inspiring them to “make taste,not waste” by shifting Hellmann’s from a condiment to an ingredient that saves food from going to waste. To get people saving food, we needed our message to be top of mind right at the very moment food would be wasted. Our stage: the second largest food waste day in the US, the Super Bowl.
Since our 2021 launch, this strategy has positively impacted the brand’s business while also having a social impact.
We have consistently grown sales and share year over year during the 3 years the campaign has run.
We also got America talking about reducing food waste and motivated to take action: (1) Total share gain of +3.5 points; (2) Increased food waste conversation by 24% over the past 3 years; (3) motivated 71% of Americans to reduce food waste
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Awards
EFFIE 2023
Seasonal Marketing
Silver
EFFIE 2023
Food
Bronze
EFFIE 2023
Positive Change-Environment
Bronze
ANA REGGIE 2023
Entertaining or Sports Mktg
Bronze
ARF 2022
David Ogilvy Award
Silver
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