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Hellmann’s Asks Americans to Take a Closer Look at Their Fridges to ‘Make Taste, Not Waste’

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Brand teams up with Wunderman Thompson on 'See More In Your Fridge' campaign

Hellmann’s Asks Americans to Take a Closer Look at Their Fridges to ‘Make Taste, Not Waste’

Each year the average American household throws away the equivalent of $1,600 by not taking a closer look in their fridge, contributing to food waste and ultimately, their wallets.

Hellmann’s set out to prove this in their new Hellmann’s See More In Your Fridge campaign. Through the campaign, Hellmann’s posted an image of the inside of a fridge with commonly wasted food items all over New York City – the leading food waste offender – and on their Instagram channel. Inside the fridge, Hellmann’s included a note card with a call-to-action for anyone who spotted the card to DM the brand on Twitter or Instagram. The first to respond would receive a cash prize of $1,600 – the same amount the average American household wastes on food every year.


Hellmann’s fridge campaign showed up in highly trafficked areas around New York City such as Times Square, across NYC bus stops and to Hellmann’s followers on Instagram for a total of 4.4MM potential views. Of all the potential people, NO ONE took a closer look.

This creative campaign highlights how we’re all guilty of leaving money on the table by not taking a closer look at what’s in our fridge. Hellmann’s isn’t stopping there. They are dedicated in the fight to stop food waste and will be making a donation to Feeding America as part of the campaign.

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Categories: Food, Sauces and Spreads

Edelman, Tue, 03 May 2022 08:24:57 GMT