In a bid to tackle food waste, Hellmann’s and creative agency Ogilvy UK have created a specially designed ‘Smart Jar’ of mayonnaise that tells consumers when their fridge is at the right temperature to keep their food fresher for longer.
To mark Food Waste Action Week, the nationwide multi-channel campaign will use influencers across both TikTok and Instagram to advertise the ‘eye-catching’ jar, providing a catalyst for conversation among Hellmann’s target demographic.
Prototypes have also been sent to Hellmann’s fans and food waste campaigners to raise awareness around checking fridge temperatures.
Crafted by award-winning illustrator Ellen Porteus from the Jacky Winter Group, the Smart Jar’s playful design reveals hidden illustrations and messages when placed in a fridge that is set below 5 degrees celsius, by using thermochromic ink.
“We know how important it is to make the most of the food you buy,” Hellmann’s senior marketing manager, Rachel Chambers, said. “At Hellmann’s we’re constantly looking to help consumers reduce food waste and save money and think Smart Jar is an innovative way to get people talking about – and solving – this massive problem.”
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Ogilvy global executive creative director for Unilever, Dan Fisher, added: “Food waste is a serious issue is but these Smart Jars are a fun way of educating people how they can easily combat it. It’s taken us over a year to get the technology right but the end result is more than worth it. I’m impossibly proud of the team for staying the course.”
The campaign comes as part of Hellmann’s wider Make Taste Not Waste positioning that launched in 2021 and has inspired more than 200 million people around the world to ‘make the most of their leftovers’.
WRAP director of collaboration and change, Catherine David, concluded: “Every year more than 4.5 million tonnes of perfectly good food goes to waste in our homes, which could have been eaten. This costs the average family upwards of £700 a year – money none of us can afford to waste. Incorrect storage is a key trigger for food going off and getting the fridge temperature right can help food stays fresher for longer.
“I’m delighted WRAP has worked with Hellmann’s on this exciting trial. We need innovations like this pilot jar to help us make simple changes in our lives that will pay dividends. Food Waste Action Week is the perfect time to launch this brilliant trial.”
