Hellman's - Mayo tackles food waste campaign
Targeting - Individuals and families celebrating holidays, especially those who find themselves with leftover food. It appeals to a broad demographic by offering a practical and easy solution applicable to various culinary situations
Core Theme of the Campaign -
Rather than focusing on guilt or scolding, Hellmann's reframes the narrative around food waste into an inspiring message. The campaign leverages the brand's purpose to encourage positive behavior change without being preachy.
About the
Campaign -
Hellmann's "Mayo Tackles Food Waste" campaign is a creative initiative aimed at combating food waste during the holiday season. The campaign promotes repurposing leftovers by adding Hellmann's mayo, encouraging people to turn their holiday meal remnants into delicious sandwiches.
Formula applied by the Campaign to elicit customer action -
The standout feature is the emphasis on simplicity. Hellmann's promotes the idea that fighting holiday food waste is as easy as placing leftovers between two slices of bread and adding some mayo. The campaign effectively communicates a straightforward solution to a common problem.
Business Title
A Look at
the Campaign
- Repurposing Leftovers: Hellmann's promotes the creative use of leftovers, turning them into enjoyable meals.
- Mayo as a Solution: The campaign positions Hellmann's mayo as a versatile ingredient to enhance leftover dishes.
- Holiday Season Focus: Timed during the holiday season, the campaign addresses the common issue of excess food during festive gatherings.
- Simple Messaging: The campaign communicates a simple and accessible message, making it easy for consumers to adopt.
- Behavior Change: Instead of scolding, the campaign inspires a positive behavior change towards reducing food waste.
- Creative Solutions: Encourages consumers to think creatively about using leftovers, aligning with the brand's purpose.
- Practicality: Emphasizes the practicality of the solution, making it applicable to everyday situations.
- Engagement: By offering a solution, Hellmann's engages consumers actively in the fight against food waste.