No to Waste and Yes to Taste – How Unilever and Mindshare’s Campaign Aims to Change Consumer Behaviours

Speakers: Rachel Chambers, Senior Marketing Manager Hellmann’s, Unilever; Becky Power, Executive Creative Director, Mindshare; and Rob McFaul, Co-founder, Purpose Disruptors

Suitable For: All, Creatives, Planners, Marketers, Media Sales

Summary:

This session presents a case study on how to deliver on Action 5 of the Ad Net Zero Action Plan and the Change the Brief initiative. Watched by over 3.4m people, the ‘Cook Clever Waste Less’ campaign was the first sustainability-led ad-funded programme in the UK for Hellmann’s. The panel discussed how changing cooking habits can save time, money and the planet. The results from the programme showed: 32% would cut food waste, 3.1m kg of food was saved and 5.9m kg of CO2 emissions was reduced.

Key Take-Aways:

1. Appreciate that sustainability may not be the priority for real families during a cost-of-living crisis. However, the Hellmann’s programme shows making the switch is possible. While consumers may want to reduce food waste because it is a financial necessity – in the end, the outcome is the same.

2. Be clear and consistent in your messaging, clarity with great marketing will inspire behaviour change.

3. We are problem solvers at heart; this challenge isn’t any different. This industry played a huge part in making our current lifestyles desirable – and the same can be done for sustainability.

4. Take inspiration from the Change The Brief Alliance and implement it into every brief.

Session Length: 30 minutes

You can watch the full session here.