Hellmann's
Eat Real Eat Local

Simple

Establish a link between Hellmann's Real Mayonnaise and the emerging real food and eat local movement. Provide a real voice for change in how we eat while inspiring Canadians to make better food choices.

Surprising

A movement was created online! Through pledges, petitions, seasonal guides, recipes and a blogger community, we engaged tens of thousands to support Hellmann’s initiative of getting more real food to all Canadians.

Success

In addition to exceeding all of our online interaction goals, the campaign attracted the attention of consumers, farming organizations and community bodies alike. It also corresponded to a broader increase in volume share for Hellmanns, culminating in a Grand Prix win at the 2010 Cassie Awards, as part of the larger The Real Food Movement initiative.

CAMPAIGN ELEMENTS

WEBSITE

Hellmann's wants to encourage all Canadians to make smart choices and opt for the best tasting, most nutritious real food. This website is a resource for consumers and will provide them with the opportunity to take action and make personal commitments to get more local foods into their diet. Every action, pledge and/or commitment was counted, and to incent people, Hellmann's pledged that if we met our target of 100,000 actions, they would make a $25,000.00 donation to Evergreen.

We also integrated several social media elements (some of them were firsts at the time) into the site, and we aggregated the online conversation in a "blog carnival", featuring a national cross section of real food bloggers.

"Well Travelled" expandable leaderboard.

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