The Hellmann's Real Food Rescue is a new program we created that recovers excess food after events at Scotiabank Arena (North America's 3rd-busiest arena) and deliver it to local food banks. In its first year, Hellmann's Real Food Rescue will provide 50,000 meals to those in need in Toronto, with plans to grow in the coming years.

We launched the program August 25th by giving out free food to those in attendance at a sold-out stadium event. Then at halftime, we played a video telling them what they just ate

Activation

Mini Doc

While shooting, we heard so many amazing stories that we couldn't resist creating more content.

Along with cut downs, teasers and a series of food waste tips, we created a mini documentary telling the stories of some of the amazing people who will be benefitting from Real Food Rescue.

Out of Home

These billboards ran outside BMO Field, where we carried out the activation.

 

Coverage

So far, this campaign has been covered by the Toronto Star, Breakfast Television, City News, Trend Hunter, Boston Mail, CBC, Strategy Magazine, Stimulant, and Merca2.0.

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Credits

Client: Unilever
Foods Marketing Director: Gina Kiroff
Brand Manager: Karlee Sommerfeld
Associate Brand Manager: Chelsea Cho
Agency: Ogilvy Canada, Toronto
Chief Creative Officer: Brian Murray
Copywriter: Samantha Ramsay
Art Director: Amy Fernandes
Strategist: Robyn Hutman
Senior Partner, Group Account Director: Aviva Groll
Account Supervisor: Samantha Weisbarth
Account Executive: Serra Tokat
Production: Spy Films
Director: Tamir Moscovici
Editor: Chris Murphy, Outsider Editorial
Audio: Grayson Matthews
Music: Big Sync