Positive Change - Environmental: Brands
Effective marketing communications that incorporate sustainable strategies can make a positive difference for brands and for the environment.
Mayo Tackles Food Waste
The mayonnaise category and Hellmann’s experienced sales decline. While America knows and loves Hellmann’s, it often only comes to mind as a condiment for making sandwiches tasty. We defined a new, meaningful role for the brand – Hellmann’s as an ingredient to reduce food waste, an ingredient to transform disparate, leftover ingredients into delicious dishes. We used the second largest day of food waste, Super Bowl, as the campaign platform. The result: +16.8% sales lift while motivating 71% to reduce food waste at home.
Brand: Hellmann's Best Foods
Client: Unilever (United States)
Agency: WUNDERMAN THOMPSON
2023 GLOBAL GRAND CONTENDER
Contract for Change
When growth of Anheuser-Busch’s first nationally-distributed organic beer– Michelob ULTRA Pure Gold–started to outstrip supply of organic ingredients, we confronted the shocking reality that only 1% of American farmland is organic. And that farm families wanting to go organic were facing insurmountable challenges. Enter Contract for Change, a revolutionary partnership with American growers and consumers that’s already helping 175 farms make the organic transition, is tripling organic barley acreage to allow Pure Gold to grow 25% by 2023, and is actively building a more sustainable agricultural system for all.
Brand: Michelob ULTRA
Client: Michelob ULTRA
Agency: FCB Chicago
2022 GLOBAL GRAND
We symbolized water's worth with the Finish Water Index to inspire long-term behavior change and emphasize that water scarcity is not a seasonal issue. We underlined its worth by listing it with visual value references like currency and gold. The Finish Water Index campaign reached 27 million in the TV total target audience. Its top-of-mind score increased by 10 points. The conversation rate of water scarcity increased by 121%. Yarininsuyu.com got 600% more visitors sharing information on water footprint and index calculations educating on water scarcity and drought.
Agency: Havas Turkey