No one wants to be scolded or guilted into changing their behaviors, so Hellmann's needed to reframe our "no food waste" purpose into an inspiring message that got Americans to act.


We leaned into the emotional uplift undercurrent that we were observing in culture to reframe the conversation from being a food-waster to a food-saver with Hellmann's.


Legendary Linebacker, Jerod Mayo, shows how Mayo can literally tackle food waste during the Super Bowl.


The brand has already doubled its projected sales goals less than a week post-game day.

2022 Hellmanns Super Bowl Mayo Tackles Food Waste 60

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