According to a recent study, the average American household throws away the equivalent of $1,600 worth of food each year and Hellmann's newest food waste campaign aims to raise awareness about the waste food. Dubbed the See More In Your Fridge, the ad features an image of the inside of a fridge with commonly wasted food items. Observant fans will note that a card in the ad with a call-to-action for anyone who spots it to DM the brand on Twitter or Instagram to receive a cash prize of $1,600.
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 . Unfortunately, no one took notice of the card. According to the brand, "the 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."
Unusual Food Waste Campaigns
Hellmann's Offers an Observant fan $1600 in Its Latest Campaign
Trend Themes
1. Food Waste Awareness - The rise of campaigns that encourage consumers to reduce food waste presents opportunities for innovative solutions that tackle this issue through education and technology.
2. Interactive Marketing Campaigns - The deployment of interactive campaigns through social media platforms presents an opportunity to better engage audiences towards promoting sustainable food habits.
3. Gamification of Social and Environmental Issues - Gamification can be employed to incentivize individuals and households to take an active role in reducing food waste and promoting sustainable consumption habits.
Industry Implications
1. Food and Beverage Industry - The food industry can employ innovative strategies to reduce waste and more efficiently manage supply chains, which has become a growing concern for consumers and investors alike.
2. Marketing and Advertising Industry - The rise of interactive marketing campaigns presents opportunities for marketers to leverage technology and social platforms to better engage consumers and promote social and environmental issues.
3. Technology Industry - The advancement of technologies such as AI and blockchain can be leveraged to develop innovative solutions that improve supply chain management and reduce food waste.