To meet the needs of a health hungry public, the Unilever brand is tying its mayonnaise label to the idea of “simple” and “natural” by helping Canadians incorporate real, wholesome food into their diets, said Jon Affleck, director of spreads and dressings at Unilever Canada.
Hellmann’s Real Mayonnaise only uses natural ingredients like eggs, canola oil and vinegar, making it a good complement to the cause, Affleck added.
Hellmann’s is setting up community vegetable gardens in urban areas across the country. This year, in an effort to build 100 garden plots, Hellmann’s has partnered with Evergreen—a not-for-profit organization that helps Canadians create natural urban spaces. Last year, Hellmann’s planted five gardens across Canada.
TV and print creative, by Ogilvy & Mather, promotes the movement and drives people to Hellmanns.ca, where visitors can get recipes and information about the health benefits of unsaturated fats. Last month, newspaper ads invited consumers to apply for a garden plot online; Hellmann’s is in the process of choosing the winners. The TV spot is currently running and will wrap up in September.
In addition, Hellmann’s is encouraging Canadians to plant vegetable plots in their backyards and window boxes. The first 4,000 people to sign up for the Real Food Movement community forum at Hellmanns.ca, will receive free gardening gloves and seeds to get their home gardens started. The site, developed by Dashboard, also contains tips for growing healthy gardens in urban settings.
As an in-store extension, gardening gloves will be given away with a Hellmann’s purchase, starting this June.
The campaign launched last month and will wrap up this fall. Harbinger handled the PR effort and PhD the media buy.
