Hellmann’s gets the most out of holiday leftovers

With many Canadian fridges currently filled with post-Thanksgiving leftovers, Hellmann’s is taking the opportunity to remind people that a simple sandwich can be an ideal way to reduce food waste.

The “Between 2 Slices” campain began with a full-page print ad that appeared in the weekend edition of The Globe & Mail on Oct. 7. The creative – similar versions of which will be running in print and OOH this week – feature a classic-yet-chaotic tableau of a Thanksgiving dinner, appearing between two slices of a bun spread with Hellmann’s mayo.

Hellmann’s also partnered with influencers who will be posting on TikTok about how they are reusing Thanksgiving leftovers in between two slices of bread.

“Hellmann’s purpose is to help people enjoy great tasting food for the simple pleasure it is, without worry or waste. Or, as we like to say, ‘Make Taste, Not Waste,'” says Kristen Denega, Hellmann’s marketing lead in Canada

The campaign is informed by Edelman research that found 44% of Canadians have leftover food that they end up throwing out following large family gatherings like Thanksgiving, and that 94% of Canadians feel bad about wasting food, with many seeking assistance on how to use leftovers.

Hellmann’s has made food waste a key element of its brand in recent years, executed in ways as varied as using ChatGPT to come up with meal ideas or launching a virtual pop-up restaurant.

Denega tells strategy the brand has been more active as of late to react to consumer demand and cultural trends in real time through thoughtful, 360-degree campaigns. She says that seasonal moments like Thanksgiving and the December holiday season, as well as the Super Bowl, are key times when it can get that message across through the common and relatable challenge of using leftovers.

“We decided to launch this campaign in print with the Globe & Mail and in digital OOH across Toronto and Vancouver to allow our message to have broad reach to a diverse audience,” she adds.

During the campaign, Canadians are encouraged to visit the Hellmann’s website to find leftover recipes, including a variety of different sandwiches. They are also encouraged to share their own sandwich ideas using the hashtag “#MakeTasteNotWaste.”

The average household wastes 140kg of food annually, resulting in over $1,100 losses each year, and according to Denega, Hellmann’s is trying to reach a broad audience of Canadians who celebrate key holiday occasions and may face increased food waste after these gatherings.

The North American campaign was overseen by Edelman, which handled creative, earned media, influencer partnerships and digital. PHD handled media.