2019 Winner

Unilever - Hellmann's

Real Food Rescue

Mindshare

BronzePublic Service - Best Use of Media - Best in Experiential/Special Event/Stunts

Canada wastes enough food every minute to feed a stadium full of people, which means billions of dollars’ worth of food is discarded annually. And yet, four million Canadians go hungry every year. To demonstrate how perfectly good food gets tossed, Hellman’s offered free food to a sold-out crowd at a Toronto FC match before revealing it was all made from recovered food. The stunt is part of its Real Food Rescue program, which aims to provide over 100,000 meals to people in need by May 2020. The brand partnered with Maple Leaf Sports & Entertainment (MLSE) to recover unused food from Scotiabank Arena through Second Harvest. Influencers and media efforts encouraged people to reduce their own food waste with tips and recipes, all supporting Hellman’s position that real food is too good to waste.

Credits
Director, Foods Gina Kiroff Brand Manager, Hellmann’s Karlee Sommerfeld Associate Brand Manager, Hellmann’s
Chelsea Choy
Senior Assistant Brand Manager, Hellmann’s
Andria Prada
Head, Integrated Marketing and Digital Transformation
Robin Hassan
Media Manager Stacy Pringle

Ogilvy Credits
Chief Creative Officer Brian Murray Copywriter Samantha Ramsay Art Director Amy Fernandes Director, Account Management Aviva Groll Account Supervisor Samantha Weisbarth Planner Robyn Hutman Strategic Planning Director Michelle Lee Integrated Producer Sumit Ajwani Head of Video Production Eric Thompson

Video Production Credits
Spy Films Tamir Moscovici Hayley Taylor Editor Outsider Editorial
Chris Murphy Music Audio Production
Big Sync Grayson Matthews

Mindshare Credits
Managing Director Caroline Breton Director, Planning Andrea Miliauskas Senior Manager, Planning Sidra Farooqi Associate, Planning Richard Beriault Director, Investment Trevor Clark Director, Digital Strategy Amanda DeFields Associate Director, Digital Investment
Robert Nolan
Manager, Digital Investment Jennifer Taylor Account Manager, Social Nataliia Lapun

Edelman Credits
Executive Vice President, BRAND Practice
Jennifer Meehan
Senior Account Director, Client Strategy
Ava Shafman
Account Director, Client Strategy Jennifer Austen Associate Creative Director Scott Tavener Senior Account Manager, Earned Jeff Lambert Account Manager, Earned Erin Cochrane Account Manager, Earned Alison Palmieri Senior Account Executive, Digital Madison Boratto Account Executive, Earned Louise Hugot

MLSE Credits
Executive Chef / F&B Lead Chris Zielinski Strategist Morgan Todd Manager, Strategy Aalum Jaffer