Challenge

Create condiment cultural currency during the Super Bowl, one of the world's most watched sporting events, and inspire viewers in an impactful way to use Hellmann's to help reduce global food waste.

Inspiration

Everyone has that moment when they stare into the fridge looking for something to eat. For some, that moment is more inspiring than others – especially when you open the door and see two major Hollywood celebrities reminding you to eat your leftovers.

Idea

Hellmann's brings leftovers to life. This year we took a peek into Pete Davidson’s fridge where we found…Jon Hamm and Brie Larson? Yep, that’s right.

Growth

To date the campaign has garnered 9.8 billion impressions and 3.2K media placements, the latter being 497% over our impressions KPI.

Hellmanns Whats In The Fridge 54 Long Form 16x9 YT Louis Grama

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Press

Here Are The Best Super Bowl Commercials Of 2023
Huff Post
Get ready to see Jon Hamm 'ham' it up in a Super Bowl commercial
CNN
Best Super Bowl Commercials Of 2023: All The Star-Studded Ads You Missed (Or Should See Again)
Hollywood Life

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