Hellmann's Make Taste Not Waste: Longterm Strategy

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.