Hellmann’s harvests its urban gardens

Unilever Canada is reaping its green rewards with Hellmann's Urban Gardens. The program branched out in its second year to partner with Evergreen, a Toronto charity that motivates people to create and sustain natural outdoor spaces.

Unilever Canada is reaping its green rewards with Hellmann’s Urban Gardens. The program branched out in its second year to partner with Evergreen, a Toronto charity that motivates people to create and sustain natural outdoor spaces.

The arrival of fall allowed Hellmann’s to break ground on another addition to the program – a small harvest festival in Canadian cities, at which the gardeners and family members gathered and cooked the food they grew.

‘We were able to almost double the Urban Garden plots this year, helping more people find a way to enjoy natural, wholesome food in cities where the opportunity wouldn’t otherwise exist,’ explains Jon Affleck, marketing director at Hellmann’s Canada. The program also encourages Canadians to join the Real Food Movement by choosing locally grown foods, and promotes the real ingredients in its mayonnaise.

Back in May, 225 aspiring gardeners submitted stories to hellmanns.ca explaining why they deserved a plot. Over the summer, 94 winners planted and maintained their plots in seven gardens in Toronto, Vancouver, Halifax, Calgary and Montreal, with help from Evergreen experts.

A national ad campaign from Ogilvy and Mather and PHD promoted the Urban Garden program, while Toronto-based Harbinger headed up PR and Toronto’s Segal Communications managed promotions.

An online component on hellmanns.ca, tended by Toronto-based Dashboard, includes info about the Real Food Movement, recipes, discussion forums and gardening tips.