Hellmann's Real Food Rescue

One time, we fed a stadium food waste. It was awesome.

Hellmann's Real Food Rescue is a new program we helped create that will recover excess food after events at Scotiabank Arena (North America's 3rd-busiest arena) and deliver it to local food banks. In our first year, the program will provide an amazing 50,000 meals to people in need. In the years to come, that number will continue to grow. 

To launch, we gave out free food to anyone attending a sold-out stadium event. Then, at halftime we played a video telling them what they just ate.

Out Of Home

Boards ran outside of BMO Field (where the event was held).

The 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 people who will be benefitting from Real Food Rescue.

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 . 

Awards & Recognition

  • Cannes | Bronze - Media - Best Use of Events, Real Food Rescue
  • Marketing Awards | Bronze - PR - Influencer/Talent Marketing, Real Food Rescue
  • Marketing Awards | Merit - Film - Other Broadcast Single, Real Food Rescue
  • Sponsorship Marketing Awards | Gold - Best New Initiative, Real Food Rescue
  • CMA | Gold - Food & Beverage, Innovative Media (Hellmann's “Real Food Rescue”)
  • CMA | Silver - Food & Beverage, Engagement, Real Food Rescue
  • CMA | Silver - Food & Beverage, Brand Building, Real Food Rescue
  • CMA | Bronze - Environics Analytics Data Marketing Award, Real Food Rescue
  • AToMiC | Silver - Cause & Action, Real Food Rescue
  • Applied Arts | Young Blood - Ent. Advertising Campaign, Campaign - Real Food Rescue (as Young Blood)
  • Sponsorship Marketing Awards | Gold - Best New Initiative, Real Food Rescue
  • Media Innovation Awards | Bronze - Public Service, Best in Experiential/Special Event/Stunts, Real Food Rescue
  • OMMA Awards | Winner - Activism/Public Service, Real Food Rescue
  • Communication Arts | Shortlist – Non-Traditional Advertising, Real Food Rescue
  • Communication Arts | Shortlist – Integrated Campaign, Real Food Rescue
  • Media & Marketing Global Awards | Shortlist – Best Integrated Campaign, Hellmann's Real Food Rescue
  • Strategy Awards | Shortlist - Real Food Rescue
  • Festival of Media North America Awards | Shortlisted TBD - The Effectiveness Award, Real Food Rescue
  • MLS Club Awards - Platform/Activation of the Year, Real Food Rescue


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 

Using Format