Hellmann’s wants to jumpstart grilling season by moving forward in time.

The Unilever Canada brand has launched a petition to ignite the fire on BBQs across the country one day earlier this year, via May 0, the proposed replacement of April 30.

“Any Canadian can get behind our mission given our universal appetite to get grilling and savour the summer season,” says Lara Wazz, associate brand manager for Hellmann’s Canada.

A recent survey shows that 64% of Canadians who grill wish they had an extra day of grilling. Also, 81% agree that it is an opportunity to bring these people together, a sentiment which is especially true among younger Canadians.

“From a media standpoint, we’re honing in on the Millennials and Gen Z audience. Our research showed that 78% of Gen Z and 75% of Millennials who grill wish they had an extra day to do so,” Wazz says.

The campaign launch video was posted to Hellmann’s owned social, complemented by additional social media assets including a teaser, manifesto and playful reply videos to some pressing May 0 questions and comments.

The CPG brand also has a Change.org petition calling to replace April 30 with May 0, getting Canadians one day closer to summer grilling season.

Hellmann’s campaign also includes launching wild postings and OOH takeovers in high-traffic areas in Toronto and Vancouver, along with digital banner placements with Canadian national news outlet, The Globe and Mail.

There are also partnerships with foodie and lifestyle influencers to share grilling inspiration and drive to the petition, with earned media amplification, generating conversation with some of Canada’s top TV hosts.

Edelman is providing agency support.

“Compared to other marketing campaigns we’ve launched as a brand recently, [the] budget is on par,” Wazz says.

The “May 0” campaign wasn’t Hellmann’s only bit of recent creative, as the brand also rolled out its 1352 Refreshed Sneakers (pictured, right), which is footwear made from food waste, leaning into a key CSR pillar linked to the brand.

The name is inspired by $1,352, the annual dollar value of Canadian household food waste.

The Unilever brand has previously brought its food waste messaging to life via its “Fridge Night” app, which is designed to encourage Canadians to use up the food in their refrigerator. The company also plastered Peterborough garbage trucks with messaging about food waste.

Hellmann’s has also added to its flavour line-up with the launch of its Hellmann’s Chipotle Mayo Sauce innovation, which Wazz says it will be supporting with in-store and shopping marketing tactics, including retail media, large floor stands, shelf blades, coupons, and a national in-store contest, whereby consumers can stand the chance to win 1 of 10, $10,000 getaways.