Hellmanns is tackling food waste this holiday season with its ‘Between 2 Slices’ campaign which urges people to transform leftovers into mouthwatering sandwiches using the brand's mayo products and two slices of bread.
With 44% of Canadians discarding post-celebration leftovers, Hellmanns aims to shift this trend. Collaborating with creative studio Illusion, it has launched eye-catching print and digital ads portraying feasts between bread slices. The campaign aligns with the "Make Taste, Not Waste" ethos that Hellmanns is known for and encourages Canadians to explore leftover recipes at Hellmanns.ca/between2slices. Foodies are also invited to share their culinary creations with #MakeTasteNotWaste on social channels.
By promoting a shift in mindset about leftovers, this campaign aims to minimize food waste during the festive season. The campaign also taps into the growing consumer desire for practical solutions, leveraging the universal appeal of sandwiches and the ease in which they are prepared.
Leftover Sandwich Campaigns
The Hellmanns' 'Between 2 Slices' Campaign Tackles Food Waste
Trend Themes
1. Reducing Food Waste - By promoting a shift in mindset about leftovers, this campaign aims to minimize food waste during the festive season.
2. Practical Solutions - The campaign taps into the growing consumer desire for practical solutions, leveraging the universal appeal of sandwiches and the ease in which they are prepared.
3. Creative Use of Leftovers - Hellmanns' 'Between 2 Slices' campaign encourages Canadians to explore leftover recipes and transform them into mouthwatering sandwiches.
Industry Implications
1. Food and Beverage - The food and beverage industry can adopt strategies to reduce food waste and explore creative ways to utilize leftovers.
2. Advertising and Marketing - By incorporating practical solutions and promoting shifts in mindset, the advertising and marketing industry can effectively communicate the importance of minimizing food waste.
3. Social Media - The social media industry can play a crucial role in spreading awareness about food waste and encouraging users to share their culinary creations using hashtags like #MakeTasteNotWaste.