Hellmann’s, on its mission to end food waste, needed a new way to get people to recognize the value of what’s inside their fridges. Forty percent of all food wasted in America comes from our homes. People buy food with the greatest of intentions, but food unintentionally goes to waste. Our challenge was to call attention to just how we are unintentionally wasting food. Part of the problem - Fridge Blankness. It’s that moment you are standing in front of your fridge thinking there is nothing to eat but there is food in there.

To prove there’s more in your fridge than you think, we put something inside a fridge that we knew people would hate to waste.

Across New York City, America’s worst offending city for food waste, fridges popped up for a week in digital ads, stocked with the most commonly wasted ingredients. And one special ingredient: $1,600 cash, ready to be claimed by anyone who saw it.

Nobody likes or wants to intentionally waste food and research shows one of people's biggest regrets is wasting money when they waste food. But, people didn't recognize how much they were unintentionally letting go to waste and why. While 70% of people say avoiding food waste is important to them, they don't see themselves as food wasters. The majority of Americans believe they actually waste less food than others. We wanted to call attention and get people to recognize a common food wasting behavior, enabling them to see the possibilities of the food they have in their homes before it goes to waste.

Hellmann’s, on its mission to end food waste, needed a new way to make people really see what’s inside their fridges.

To prove there’s more in your fridge than you think, we put something inside a fridge that we knew people would hate to waste.

Across New York, fridges popped up for a week, stocked with the most commonly wasted ingredients. And one special ingredient: $1,600 cash, ready to be claimed.

All they had to do was DM us on Instagram if they saw the prize.

But how many people saw our message? Zero.

After a week, we had to tell New Yorkers what they wasted.

And since it’s not just a NYC problem, we put a fridge online for everyone to see and claim the money.

While millions waste $1,600 of food, surely no one would let the money go to waste?

Out of the 4,268,373 who saw the fridges, only one result mattered - the number of people who claimed the money.

So, how many did? Zero. When it comes to ending food waste, it pays to see more inside your fridge.