Hellmann’s is on a mission for real food. For the past few years, they’ve promoted shopping locally and buying seasonally. As part of this movement, they’ve changed their ingredients for ones you can actually pronounce. Like free-run eggs, which is now in Hellmann’s ½ the Fat.
To launch this new ingredient change, a free-run hen race took to the Internet. In the first race of its kind, users got to sponsor a unique 3D animated hen, interact with her like a video game, suit her up and train her for the big day.
From running on a treadmill to yoga stretches, these hens sweated it up with hopes of winning free groceries for a year. Plus, there was a photo-bombing tool that let you add your hen to all of your pics. Of course online media played a huge part. On race day you followed the hens as they raced from MSN to Canada.com to realfoodmovement.ca.