MUSE Gold

2022

Top Chef Family Style x Hellmann's

Entrant Company

NBCUniversal

Category

Integrated Marketing - Integrated Marketing Campaign

Client's Name

Unilever

Country / Region

United States

Did you know that 40% of all food in the U.S. is wasted per year and 40% of that happens at home? Hellmann’s goal is to inspire and enable 100 million people around the world every year to be more resourceful with their food, so they waste less. This is part of the brand’s support of the United Nations and their sustainable development goal of reducing food waste by 50% by 2030. To reach this goal, Hellmann’s is helping to educate, inspire action and change people’s behavior to combat food waste at home, while working to help enact policy change at the federal level.





To showcase its commitment to reducing food waste, Hellmann’s partnered with Peacock to highlight the diversity and utility of mayonnaise in kitchens.





Peacock’s Original spin-off of the Emmy-winning Top Chef franchise, Top Chef Family Style, was the perfect platform to organically educate viewers about food waste, food waste solutions, and how Hellmann’s can play a role in saving leftovers.





With cross-generational family appeal, what better vehicle is there to salvage leftovers than pie? That’s why Hellmann’s and Peacock collaborated to challenge the chefs to create a pie with some of the most commonly wasted food items, while also using the surprise ingredient – Hellmann’s Mayonnaise!





The integrated challenge successfully lifted brand KPIs by more than 45 points, message association by more than 22 points and nearly 8 in 10 viewers were more likely to act after viewing the integration.





Winners were also surprised with a $10,000 check, thanks to Hellmann’s.





In addition to the in-show integration, Peacock and Hellmann’s partnered to target :30 rotational creatives during the commercial break to reinforce Hellmann’s commitment to end food waste across America and to show that Hellmann’s is a key ingredient in reimagining food, encouraging consumers to to make taste, not waste.

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