Inspiration
Hellmann’s prides itself on being made with real, simple ingredients – eggs from Quebec and Ontario, canola oil from the Prairies and vinegar. It’s this commitment that guides the Unilever brand’s journey to bring more real food to Canadians.
In 2007, Hellmann’s began a mission known as the Real Food Movement to help Canadians enjoy more real, local food, and started giving back through an Urban Gardens program.
In 2009, it escalated the giving with a large donation to Evergreen, a non-profit dedicated to greening cities, in honour of an Eat Local awareness campaign (as well as a beautifully animated viral film that uncovered shocking statistics about the Canadian food system’s foreign reliance).
Following this focus on gardening and local food, 2010 presented a new challenge for the brand – how to help Canadians understand the importance of eating real food made with simple ingredients.
Strategy
After conducting research to better understand Canadian attitudes, Hellmann’s learned some startling facts: 92% of Canadians with kids felt it is important to eat real food, yet only 6% were making all their meals using only real food. The brand believed they could play a role in motivating consumers to take action.
So Hellmann’s looked at the barriers Canadians face – time, education, access and money – and devised a strategy rooted in helping consumers overcome those barriers, connecting more Canadians with real food.
Execution
To “talk the talk” at the most basic level, Hellmann’s started with the product itself. It announced the removal of several unpronounceable ingredients in Hellmann’s Half the Fat mayonnaise-type dressing, as well as a switch to 100% Canadian free run eggs in the same product.
Hellmann’s also continued its relationship with chef, TV personality and real food connoisseur Chuck Hughes to drum up excitement. Hughes created real food recipes and online videos, and embarked on a broadcast TV tour to show Canadians just how easy and fun it is to eat real.
Finally, to make a difference on the food landscape at a grassroots level, Hellmann’s lent a hand to Canada’s most passionate food advocates. The brand donated $100,000 to 23 initiatives across the country to help Canadians and their families connect with real food. The winning projects included school lunch programs, farmer’s market initiatives, sandwich-making competitions and even a roving greenhouse that taught children all about where their food comes from. The brand used these advocates to inspire others to participate in their own way in the movement.
The agency teams executed an integrated marketing campaign that included PR (Harbinger), digital (Dashboard), advertising (Ogilvy) and in-store activities (OgilvyAction). Media strategy and investment was handled by PHD and Mindshare. All channels drove consumers to Realfoodmovement.ca where they could learn how to eat more real food.
Results
The program garnered over 1,300 applications to the grants program and 41.7 million earned media impressions through PR outreach. Hellmann’s dollar volume increased year over year since campaign launch: ahead 5% in 2007, 7% in 2008, 14% in 2009 and 7% in 2010. Total Hellmann’s market share grew to 48.8% by the end of 2010, exceeding the brand’s targets for the year. From January 2006 to October 2009, consumer perception of Hellmann’s as being “made from real and simple ingredients” grew from 26% to 48%.
The brand is poised to build on this momentum and continue championing the Real Food Movement in 2011 and beyond.
Judges’ Comments
“Hellman’s significant sales and market share growth are proof positive this campaign delivered ‘real results.’ Going forward, Hellman’s can build on this success and strengthen its claim of being a leader in providing Canadians with healthy food grown close to home.”
Bill Kennedy, LCBO
“The local food movement was in its infancy when Hellman’s
undertook their efforts in this area. Their Real Food Movement wasn’t the bandwagon effort we see from so many brands in the environmental CSR arena. They are participating in driving the movement by providing awareness, knowledge and money.”
Pamela Ross, Sunnybrook Foundation
“Hellmann’s Real Food Movement is a positive case of leading by example. Starting internally with their own operations, producing products with real ingredients, which gained their customers’ trust and support for following in the right footsteps, and participating in real food initiatives.”
Sarah Dayboll, Fairmont Hotels & Resorts
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