Hellmann's Food Waste Campaign

HOW MINDSHARE AND HELLMANN'S HAVE WORKED TOGETHER

With the equivalent of 1 in 6 grocery shopping bags or 1 in 8 prepared meals going to the bin from households across the nation, Hellmann’s is on a mission to create a nation of food lovers that say 'Yes' to taste and 'No' to waste. They came to us with a really interesting brief and challenged us to approach things differently, with a true 'Change the Brief' mindset to drive behavioural change. 

To inspire people to be more resourceful with food and waste less, we have joined forces with Channel 4 and  BBC Studios’ Science Unit to create Cook Clever, Waste Less with Prue & Rupy - hosted by one of Britain’s best loved cooks, Prue Leith, and social media food and health expert Dr Rupy Aujla (aka The Doctor’s Kitchen). The unique branded four-part series will raise awareness of the scale of food waste in the UK, as well as the small steps and food rescue behaviours households can take to turn their leftovers into delicious meals. This is the first sustainability focused Branded Entertainment show in the UK, which has been created from scratch by our Invention team – from developing the concept to getting it commissioned.

Cook Clever, Waste Less with Prue & Rupy aims to educate viewers and inspire behaviour change by teaching families how to meal-plan, batch-cook and re-use leftover food in order to reduce food waste. The show will air over four weeks in a primetime 8:30pm Monday evening slot on Channel 4. Each episode will feature recipes and tips to give viewers practical ways to help reduce food waste and save money in the process. If you have missed the first episode you can catch up on all the episodes here.

To enhance the impact of the show and reach even more households, a broader campaign includes a social teaser phase to kick everything off a week prior to the show launch (this started last week), followed by AV, online video and social activity to coincide with the launch and then continues running into the summer. The initial burst includes a bespoke branded food waste manifesto TVC featuring Dr Rupy, outlining Hellmann’s mission to reduce food waste. This contextual 30” TVC will air in each episode’s ad break, alongside bespoke brand idents as well as across Channel 4’s wider schedule. Other assets include show clips and leftover recipes with Dr Rupy to further amplify the show in a digestible way, driving to the All4 programme hub or a food waste hub hosted on the Hellmann’s website, packed with further recipes and useful tips on using your leftovers. You can see some of the assets we’ve created here and for further recipe inspiration visit the Hellmann’s hub.