We believed we could most vividly stand for real by creating strong association with all real, unadulterated foods. To do this, we proposed that Hellmann’s cheer on and facilitate Canadians eating real foods.
We learned that there has been an explosion of interest in backyard and community gardens in Canada that goes with a trend toward real food, away from processed. Hellmann’s real ingredients made it a natural advocate for home grown foods. So, our first initiative was to create urban gardens across Canada, in of all places, parking lots. You could say our primary medium was dirt. Urbanites received seed packs with invitations on the back to enter a contest to win a free plot by submitting an essay online. There were also invitations in newspapers and banner ads. We let people know about the new Hellmann’s Urban Garden Fund---designed to assist existing community gardens. At every touch point we reinforced the real story of Hellmann’s—the natural recipe and added surprises of Omega 3’s, no trans fats and it’s low in saturated fat. All communications pointed to hellmanns.ca, and all signed off with “Hellmann’s. Eat for Real”.