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Portfolio
Hellmann's
Make Taste Not Waste
Role: Concept, Creative Direction, Copywriting
Creating a new brand purpose for the icon in your fridge
Shockingly, half of all food waste happens in the home. Surely a condiment that makes everything taste better can make everyone waste less?
Make Taste Not Waste became the brand rallying cry, and a mayonnaise set out on a mission to reduce food waste.
OOH
We placed fridges across cities and challenged people to Make Taste Not Waste in their heads. People could scan a QR code to get the recipes.
'Flexipes' - waste reducing recipes
YouTube Bumpers
'Fridge Night'
social experiment
To help change people's behaviour and create a positive habit, we created 'Fridge Night' – one night of the week where you commit to using up what you have in your fridge and cupboards.
The app was used in a 5-week beta program with 1000 families. Instead of making it seem like a chore we made it feel like a fun Saturday night game show, complete with weekly challenges.Results: 30% reduction in weekly food waste
Contagious Case Study
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