Hellmann’s Unites Brazil to Fight Food Waste | Clapboard Ad Archive

The Waste Auction

Description

In November 2023, Hellmann’s, in partnership with Ogilvy Brazil, launched an impactful integrated campaign called The Waste Auction in Brazil, aimed at fighting food waste and raising public awareness about the true value of food. Brazil ranks as the 10th country globally in food wastage, with an estimated $11.6 billion wasted annually, predominantly at the household level. Insightful research commissioned by Hellmann’s through Opinion Box revealed that 80% of Brazilians had discarded food within the previous month, with over half avoiding imperfect-looking ingredients, highlighting significant behavioral barriers in reducing waste. Hellmann’s leads the Unidos Pela Comida project, which has already redirected over a thousand tons of surplus food to vulnerable communities since 2021, reinforcing the brand’s commitment to sustainability. The Waste Auction, a provocative social experiment set in one of the country’s largest auction houses, featured the auctioning of a potato destined for disposal, starting at R$1630—the average annual food waste expense for a Brazilian household, surpassing the national minimum wage. Undercover actors bid on the item as hidden cameras captured genuine reactions, illustrating the economic impact of everyday food waste in a compelling, tangible way. The auction concluded with a winning bid of R$100,000, fully donated by Hellmann’s to support anti-food waste initiatives. The campaign’s video quickly gained traction across television and social media, sparking widespread discussion and earning over 90 media placements with an estimated audience exceeding 26 million people. Additionally, the campaign introduced “No Waste Monday,” a movement designed to help Brazilians combat weekend food waste by offering creative leftover recipes, further amplifying the message of responsible consumption and the importance of valuing every morsel on the plate.

Credits

Client

Unilever

Agency

Ogilvy Brazil

Marketing

Carolina Riotto, Guilherme Moraes, Kaio H. Silva

Cmi

Bruna Olmos e Renata Constantini

Chief Creative Officer

Sergio Mugnaini

Executive Creative Director

Teco Cipriano

Creative Director

Danilo Dualiby

Cw

Junior Silveira and Helena Passos

Art Director

Vinicius Maia and Tales Shibata, Vitor Brandolt e Vanessa Locks

Head Of Clients

Denise Caruso

Account Management

Camila Camargo, Daiane Gois, Marina Machado

Strategic Planner

Thais Frazão, Fernanda Neves I, Júlia Fernandes

Strategy Manager

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Campaign Proposition

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