Artificial intelligence platform ChatGPT has already been used for everything from writing essays and cover letter to composing music. Now, Hellmann’s is challenging TikTokers to use it as a way to generate new meal ideas.

Specifically, it is putting ChatGPT to work to come up with new uses for leftovers, tying back to the brand’s long-held positioning around reducing food waste. Nicole Hutinec, associate brand manager for Hellmann’s at Unilever Canada, says the brand is always trying to find new, creative ways to communicate the issue of food waste, and that this new language processing tool is a great way to do it.

“The launch of ChatGPT gave us a culturally relevant opportunity to bring even greater awareness to this core value, especially during a time of year when food waste is a salient issue,” Hutinec notes.

Hutinec tells strategy in the social conversations the brand was monitoring, people were experimenting with the AI language processing tool for a number of different use cases, especially as they often struggle to think of ways to use leftovers, particularly around the holidays.

In the public discourse around ChatGPT, members of certain professions have bemoaned the possibility of AI replacing humans working in jobs, and teachers have pointed to its skill at coming up with academic essays.

Within this campaign, however, Hutinec stresses that it was important to demonstrate that while today’s AI technology can be effective tools for inspiration, research and establishing a baseline of knowledge, “they still benefit greatly from human intervention.”

To emphasize the human element, Hellmann’s partnered with chef and non-chef TikTokers to demonstrate the value-add created by those trained in what they were doing.

“Both meals were tasty and provide inspiration to Canadians on how to reduce food waste over the holidays, but the value of human creativity was undeniable in the chef’s versions of the recipes,” Hutinec says.

Edelman led the digital, creative and influencer strategy, from conceptualizing the campaign through to execution. Oliver and Crossmedia supported with paid amplification.