food waste – Campaigns of the World

The Waste Auction: Hellmann’s Creative Bid Against Food Waste in Brazil

COTW — Tue, 14 Nov 2023 14:47:14 +0000

Hellmann’s tackles Brazil’s food waste crisis with ‘The Waste Auction.’ Turning a discarded potato into a symbol of change! ?? #FoodRevolution

In the global fight against food waste, Brazil emerges as the 10th largest contributor, squandering U$11.6 billion annually, predominantly at home. Hellmann’s, committed to battling this issue, conducted a research partnership with Opinion Box, revealing that 8 in 10 Brazilians admitted to discarding food monthly. A staggering 53% avoid imperfect ingredients, driving the brand’s curiosity to comprehend attitudes. Hellmann’s spearheads the “Unidos Pela Comida” (“United for Food”) initiative, redirecting surplus food to serve over 1.6 million meals for the vulnerable.

In collaboration with Ogilvy Brazil, Hellmann’s orchestrated a groundbreaking social experiment, “The Waste Auction,” held at a prominent Brazilian auction house. The concept aimed to unveil the true value of food by auctioning a potato earmarked for disposal, starting at R$1630. This figure represents the average annual food wastage cost for a Brazilian family, surpassing the country’s minimum wage.

Undercover actors orchestrated bids, capturing public reactions through hidden cameras. The experiment’s video went viral, sparking discussions on TV and social media, shedding light on the staggering amounts squandered on food annually in Brazilian households. Hellmann’s PR endeavors resulted in 90+ press clips, reaching an estimated 26 million individuals.

Remarkably, the auctioned potato fetched R$100,000, and Hellmann’s pledged 100% of the proceeds to combat food waste. The event not only contributed to a noble cause but also fueled awareness of “No Waste Monday,” a movement ingeniously devised by Ogilvy Brazil for the brand. The movement responds to the discovery that Monday sees a surge in Brazilian households wasting food.

This innovative campaign not only underscores Hellmann’s commitment to addressing food waste but also emphasizes the potential impact of collective behavioral change. By infusing creativity into a pressing global issue, Hellmann’s has not only garnered attention but also actively contributed to a positive transformation in how society views and handles food waste.

The success of “The Waste Auction” serves as a testament to the power of unconventional approaches in addressing critical societal challenges. As Brazil grapples with its food waste dilemma, Hellmann’s has stepped into the forefront, leveraging its influence to spark conversations, incite change, and actively channel resources into initiatives that combat this pervasive issue.

In conclusion, Hellmann’s continues to be a trailblazer, not just in culinary delights but also in pioneering social initiatives. Through “The Waste Auction,” the brand has not only engaged the public but has also mobilized resources towards making a tangible difference in the battle against food waste. As discussions continue and awareness grows, it is evident that Hellmann’s is not just shaping palates but also shaping a more conscious and responsible society. “The Waste Auction” stands as a testament to the transformative potential of creativity and compassion when united against global challenges.

Credits
Client: UNILEVER
Agency: Ogilvy Brazil
Marketing: Carolina Riotto, Guilherme Moraes, Kaio H. Silva
CMI: Bruna Olmos e Renata Constantini
Chief Creative Officer: Sergio Mugnaini
Executive Creative Director: Teco Cipriano
Creative Director: Danilo Dualiby
CW: Junior Silveira and Helena Passos
AD: Vinicius Maia and Tales Shibata
Head Of Clients: Denise Caruso
Account Director – Camila Camargo
Account Executive: Daiane Gois
Account Assistant: Marina Machado
Chief Strategy Officer: Thais Frazão
Strategy Director: Fernanda Neves I
Strategy Manager: Isabela Cury and Paula Lins
Strategy Supervisor: Manuela Pacífico
Strategy Assistant: Estefany Martins
Production Director: Fabiola Thomal
Production Executive: Amanda Costeski
Chief Data Officer: Viviane Sbrana
Data Research & Insights Manager: Michelle Lins
Data Research & Insights Specialist: Thiago Fatichi
Content Strategist: Augusto Oliveira
PR Ogilvy: Raphaela Brito

This campaign is about:
Hellmann’s food waste, Brazilian food waste crisis, The Waste Auction campaign, Food wastage awareness, Sustainable food practices, Social experiment, Creative solutions for food waste, Environmental responsibility, Sustainable living in Brazil, food waste problem, Food waste problem solution, Food waste problem in the world

Revolutionizing Food Waste: Reusables – An Innovative Solution for Environmental Sustainability!

COTW — Tue, 25 Apr 2023 13:32:20 +0000

Reusables: Turning Food Waste into Environmental Solutions

In April 2023, in San Juan, Puerto Rico, an alarming fact came to light – nearly one-third of the food purchased from supermarkets is wasted when it reaches its “use by” date, contributing to the global problem of food waste and its environmental impact. In response to this pressing issue, the innovative team at de la Cruz Ogilvy, in collaboration with their client SuperMax, developed Reusables – a cutting-edge technology that transforms the concept of “use by” into “use for” the environment.

Using the power of Augmented Reality (A.R.) and computer vision, the team at de la Cruz Ogilvy created a social filter for SuperMax products that have a second use even after their “use by” date has passed. Through image recognition technology and a convolutional neural network, the team was able to identify the products and train the labels using a Machine Learning process, effectively “hacking” the products and showcasing their alternative uses for the planet. Rafael Reina, leader of the Reusables project, stated, “We spent a year developing it to make it easily accessible on all Meta Spark platforms and open source on www.reusables.ai, where it is free to use for everyone.”

The Reusables program not only aims to give a second life to food products but also highlights the potential of reusing packaging materials. What makes this initiative even more groundbreaking is that it is the first time an Instagram filter has been utilized to convey a message and educate people about a problem that is not only specific to Puerto Rico, but a global concern.

Carlos Thompson, President of de la Cruz Ogilvy, emphasized the role of technology in identifying valuable resources and proposing innovative solutions. He stated, “Technology was our best ally in the process of identifying a valuable resource. We wanted to propose an innovative solution by leveraging technological innovation. What could be better than identifying something as universal and accessible as a mobile phone? We bet on it and we can see the results in Reusables.”

Jorge Hernández, President of SuperMax, also expressed enthusiasm for this new educational tool as part of their commitment to innovation in serving their customers. He said, “The topic of recycling and reusing materials or products as an alternative to reducing environmental pollution is one that we are very interested in. We are aware that many people don’t have information about the possibilities of reuse for some materials due to a lack of access to high-impact programs. That’s why we are very excited about this new educational tool that is part of our commitment to innovation in serving our customers.”

This marks the beginning of a movement that seeks to involve more brands in this creative solution to address the global issue of food waste and environmental sustainability.

Credits
Client: SuperMax – Website
Agency: de la Cruz Ogilvy
Rafael Reina: CCO
Carlos Thompson: Group President
Nánel Rodríguez: Director of Innovations / ACD
Adriana Álvarez: ACD
Andrés Cifuentes: Head of Digital Art
Gabriel Rodríguez: Director of Technology
Ity Vega: Director of Public Relations
Jacinto Montú: Head of Programming Unicorn
Enrique García Thompson: Jr. Strategic Planner
Cristina Rodríguez: Content Strategist
Mónica Escribano: Digital Connections Executive
Yarelis Pérez: Client Business Director
Eduardo Sánchez: Client Business Manager
Fernando Álvarez: Senior Art Director
Iván Merced: Food Merchandising Manager
Kidany Delgado: Assistant Marketing Manager
Luis Romero: Content Producer
Marirose Acevedo: Head of Investment Media & Corporate Strategy
Amalia Concepción: Media Planner
Charito Head of Integrated Media & Analytics
Luther Media: Post Production

The Felix project – Food not a luxury, but necessity

COTW — Fri, 05 Mar 2021 05:20:31 +0000

Food insecurity is a largely ignored but severe concern in even the most developed countries of the world. One out of every five people in London suffers from food poverty. Food poverty is an issue that can be completely eradicated from the world without even investing a huge amount of money. The solution to this problem already exists in our plates and big food manufacturing factories. Researches show that the world wastes more food than it eats, and we are generating almost thrice of the food we need to feed every single of the Earth’s residents. The UK food industry alone produces 2 million tons of surplus food every year, despite these almost 70000 children in London reaching school without breakfast. The Felix project aims to solve this problem by collecting the surplus food from all over London and distributing it to many needy schools.

This campaign’s effect has been such that they received almost double the number of donations they initially estimated and got wide coverage on social media with the help of Social 8 and Food tryb and a large number of social media influencers. The campaigners were also able to secure a great amount of coverage from BBC and London live.

The Felix project has given rise to a much-needed movement of delivering the excess food to the right place. More such campaigns need to come up.

The Art We Waste by Hellmann’s- A Social Experiment With an Important Message for the Rich

COTW — Mon, 03 Feb 2020 05:59:55 +0000

Inequality is an inherent feature of the world that we live in. You must have come across rhetorics about the rich getting even richer, and the poor getting even poorer. In the face of this divide, food waste is a huge problem. However, the major proponent of this problem is the upper-class of our society. A study states that we throw out almost 1.3 billion tonnes every year. Since the rich frequently throw away food to buy fresher produce, this number is only expected to go higher. To tackle this predicament, a campaign by Hellmann’s called The Art We Waste presented an interesting spin on this phenomenon.

This video campaign prepared by Miami Ad School presented the contrasting idea that the rich spend exorbitant amounts of money on buying art, and yet fail to understand the severity of the food wastage crisis. A gallery exhibition showcasing the work of renowned artists made the campaign even more impactful. But, the caveat was that all the art pieces displayed at the exhibition had one striking feature. The artists used paint derived by turning food waste into color for the creation of all the artworks on display. The audience at the gallery was later allowed to place bids for the artworks. However, the materials used in the making of the artworks were unbeknownst to them. By the end of the exhibition, the audience was made privy to this secret. Their reaction at the end painted a clear picture of the campaign’s effectiveness.

We feel that The Art We Waste made judicious of the understanding of human psychology to deliver its message. Given the urgency that resides over the need to tackle food waste, we need such campaigns to advocate for the cause.

Credits
Advertising School: Miami Ad School, Spain
Ad: Andrea Serrano Villaverde
Ad: Sergio Martín Méndez
Copy: Stefanie Salguero

Tags:
Food waste, Awareness Campaign, Social Experiment, Outdoor, Art, Artist, Hellmann’s

Ripe by publix – Expiring Waste

COTW — Wed, 09 Oct 2019 04:47:04 +0000

Ripe by Publix created a smart label ‘Expiring Waste’ that detects the food ageing process and informs consumers of its lifespan through four different colors. Consumers can prevent food waste thanks to a more visible label, and stores can reduce waste by assigning various discounts to products depending on which color the label is at; with an existing packaging material that uses color-changing plastics. These color-changing plastics can monitor the content in real-time. We designed a chromogenic plastic, a unique material that changes its optical properties in response to an external stimulus.

Credits
Brand: Ripe by publix
Campaign: Expiring Waste
Advertising School: Miami Ad School, Miami, United States of America
Art Director: Valetina Orjuela
Copywriter: Patricia Arguelles
Art Director: Sofia Coelho

Tags:
Technology, Innovation, Food, Food Waste, Food Ageing, Product Packaging, Innovative Packaging, Latest Technology, Product Marketing