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

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