Hellmann’s

Three out of four North Americans think mayo is unhealthy, but Hellmann’s Real mayonnaise is made in Canada with real eggs and canola oil from the Prairies. The brief: establish Hellmann’s as a committed champion of the real food movement, reinforcing its real, simple ingredients.

Looking at barriers to this goal, Ogilvy learned unsettling truths: Canadians are losing the ability to eat Canadian. But Hellmann’s could shine a light on the facts and galvanize people “Eat Real, Eat Local.” The emotional core of the effort was a three-minute mini-documentary that exposes the alarming truth about the Canadian food system at Eatrealeatlocal.ca.

The microsite directed users to locally grown foods, and used blogs, Twitter feeds and Facebook Connect to encourage dialogue between individuals and organizations interested in supporting local food production and purchase. Every action pledged by the audience translated into a donation towards community food programs run by Evergreen. In supermarkets, a free reusable bag was on pack.

A 30-second TV spot served as a preview of the film and drove to the web. Eight editorial news pieces were created in partnership with Canwest News and broadcast nationally. A DPS wrapped the "Make it Tonight" section in Canadian Living and ran in other Transcontinental magazines.

The response was strong. After 10 days the YouTube video had about 50,000 hits, over 18 million consumer impressions and share of social media voice was up from 48% from 17%. Industry groups voiced appreciation, including the Federation of Agriculture. Hellmann’s U.S. has asked Ogilvy to create a similar effort for that market.