For over a decade, Hellmann’s has raised awareness around food waste by inspiring consumers to waste less food. Most recently, the brand has focused its efforts on how to repurpose leftovers and common kitchen ingredients through tasty meals at home.

Through our Between Two Slices campaign, Hellmann’s wanted to illustrate the large amounts of food prepared, served, and wasted at key cultural moments, and help consumers feel inspired to use more of the leftovers. We focused on key seasonal moments like Thanksgiving (October/November), Holiday (December) and the Super Bowl (February 2024), when significant food waste occurs due to large social gatherings with an overabundance of food.

The objective of the campaign was to continue driving awareness around the important issue of food waste, through inspiring consumers to make the most of their leftovers during key holiday moments. After all, Hellmann’s believes in making taste, not waste.

Our integrated campaign resulted in positive sentiment and strong engagement across our marketing mix. Our strategically-placed OOH, earned, and print ad efforts across Canada, US, and the UK totaled over 300 million impressions.

Engaging content, including brand-owned creator videos, influencer content and a vanity URL ensured that the campaign reached a broader audience. Our video views exceeded 22 million across regions to create a digital ripple effect that sparked conversations and inspired action. Online audiences responded positively to Hellmann's Between Two Slices purpose-driven campaign, praising its commitment to community and sustainability.

As a purpose campaign, messaging and sentiment were critical. We achieved 100% positive sentiment across all markets (exceeding our benchmark of 80% by 25%). Key message pull-through was 100% across earned and influencer as well, ensuring that our food waste message came through the work. Finally, our overall engagement rate reached 6.7%, exceeding industry benchmarks by 235%.