According to the UN, Brazil wastes $11.6 billion in food every year, yet 8 out of 10 Brazilians still waste food at home. Hellmann's is committed to promoting awareness against food waste, as their product can be used in recipes to reuse food.

We conducted a real auction with a unique lot: a simple potato. The initial bid was R$1,630 (U$334), which is the same amount a family wastes each year by throwing away food. The entire event was recorded and turned into a powerful video to generate awareness about the true value of food.

We conducted unprecedented research on the behavior of Brazilians regarding food waste, which was published as an article in important press outlets. We then conducted the social experiment and released the video on the brand's social networks. By this point, the public was already engaged with the topic and could better understand and connect with our message.

We expanded beyond traditional advertising and marketing channels to reach general media outlets that don't typically feature brands. This resulted in over 17 minutes of television coverage, 91 online publications, and more than 40 million people reached.

The issue of food waste gained widespread attention across all media platforms, from radio to Twitter. Our efforts resulted in 17 minutes of television coverage, 91 online publications, 238 thousand in advertising value and over 40 million people reached.