We here at Dashboard have been immensely proud of our work over the past several years in helping shape and evolve the Real Food story on behalf of Hellmann’s Real Mayonnaise. Last Monday evening saw mass recognition of that effort in the presentation of two Golds and a Grand Prix at the 2010 Cassies Awards. The campaign, developed in conjunction with agency partners Ogilvy, Harbinger, PHD and Segal, took home Gold in the Best Integrated and Sustained Success categories, in addition to the Grand Prix.
Beginning in 2007, with the establishment of an Urban Garden campaign, Hellmanns took a strong role in the education of Canadians around the benefits, strategies and challenges of making better food choices for themselves and their families. The campaign evolved in 2008 and 2009 to include issues surrounding local food production and provided visitors to eatrealeatlocal.ca with the tools to drive change on both a personal and community level. The corresponding business results have been undeniable, effectively driving double-digit volume for Hellmanns and converting consumer opinion on key measures.
Dashboard’s online strategy has leveraged destination websites, extensive social media, blog communities and a range of helpful tools and apps of various size and shape, enabling consumer-driven momentum for the campaign that continues to the present day.
To our Clients, our partners, and to all of Dashboard’s account management, creative and development staff who have impacted this business over the past 3 years… congratulations on a well-deserved win!
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