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.
Hellmann's Mayo Tackles Food Waste
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.
Total Campaign Impressions
Coverage to date is positive in sentiment
Earned coverage to date includes our primary campaign purpose of tackling food waste
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Watch Hellmann's New Linebacker Sack Food Wasters in Super Bowl Commercial