2020 Winner

CASE SUMMARY

Challenges and Goals
The challenge was to defend Hellmann’s number one market share. The team needed to re-assert Hellmann’s commitment by evolving the Real Food Movement in a meaningful way.

Insights and Strategy
Every year four million Canadians go hungry while billions of dollars’ worth of food is discarded. Real food is simply too precious to waste.
Hellmann’s teamed up with food recovery expert, and Ashoka fellow, Jean-Francois Archambault, and Maple Leaf Sports & Entertainment to launch Hellmann’s “Real Food Rescue” initiative. The program aims to recover leftover food from events at Scotiabank Arena and donates it to local families in need, while educating and connecting Canadians on how to reduce food waste at home.

The team calculated that Canadian’s waste enough food every minute to feed a stadium. So, it knew exactly how to launch Real Food Rescue to the public.

Execution
The team first gave out free food at a sold-out Toronto FC match. With two sampling stations at both ends of the stadium, and dozens of CSRs to deliver meals connecting with as many spectators as possible. At halftime, after having fed thousands of spectators, it played a jumbotron video showing everyone exactly where their meal had come from. The delicious free samples had been made with rescued food, showing Canadians that it’s not “food waste” until you waste it.

The team filmed the activation and the crowd’s reaction to the reveal. From this content, it developed multiple long-form and short-form videos, teasers, and a mini-documentary about the “Dinner with Dignity” soup kitchen. The campaign was promoted nationally through online videos, paid social media, and OOH boards. At the event, the team hosted influencers to amplify our message to help consumers engage with the online content that supported the Real Food Rescue campaign. The brand’s microsite, PR, influencers, and social content continued to educate Canadians on how to reduce food waste at home while raising awareness about the food waste issue.

The Real Food Rescue program is now ongoing at Scotiabank Arena (NA’s 3rd busiest arena). After every game, leftover food is collected from the premium suites and redistributed to local families in need through Second Harvest.

Results
The online video has earned 13.5 million media impressions to date. Social influencer content achieved more than two million organic impressions (3.5x the industry benchmark). And the microsite with educational tips on reducing food waste saw a view-through rate of +80% above the industry benchmark.

Credits

Mindshare Credits
Managing Director Caroline Breton
Director, Planning Andrea Miliauskas
Senior Manager, Planning Sidra Farooqi
Associate, Planning Richard Beriault
Director, Investment Trevor Clark
Director, Digital Strategy Amanda DeFields
Associate Director, Digital Investment Robert Nolan
Manager, Digital Investment Jennifer Taylor
Account Manager, Social Nataliia Lapun


Unilever Canada Credits
Director, Foods Gina Kiroff
Brand Manager, Hellmann’s Karlee Sommerfeld
Associate Brand Manager, Hellmann’s Chelsea Choy
Senior Assistant Brand Manager, Hellmann’s Andria Prada
Head, Integrated Marketing and Digital Transformation Robin Hassan
Media Manager Stacy Pringle

Ogilvy Credits
Chief Creative Officer Brian Murray
Copywriter Samantha Ramsay
Art Director Amy Fernandes
Director, Account Management Aviva Groll
Account Supervisor Samantha Weisbarth
Planner Robyn Hutman
Strategic Planning Director Michelle Lee
Integrated Producer Sumit Ajwani
Head of Video Production Eric Thompson

Video Production Credits
Production House
Director
Producer Spy Films
Tamir Moscovici
Hayley Taylor
Editor Outsider Editorial
Chris Murphy
Music
Audio Production Big Sync
Grayson Matthews

Edelman Credits

Executive Vice President, BRAND Practice Jennifer Meehan
Senior Account Director, Client Strategy Ava Shafman
Account Director, Client Strategy Jennifer Austen
Associate Creative Director Scott Tavener
Senior Account Manager, Earned Jeff Lambert
Account Manager, Earned Erin Cochrane
Account Manager, Earned Alison Palmieri
Account Manager, Earned Madison Boratto
Account Executive, Earned Louise Hugot

MLSE Credits

Title/Role
Executive Chef / F&B Lead, Chris Zielinski
Strategist, Morgan Todd
Manager, Strategy Aalum Jaffer