Unilever 2023 - Hellmann’s - Good Eggs
Client: Hellmann’s
Category: Brand Activation Campaign | Partnership / OR / CSR Campaign
Timeline: Apr 2022
Project: The Good Eggs of Hellmann’s
In response to the global issue of food waste, particularly heightened during the Easter Holidays, we initiated a meaningful CSR campaign for Hellmann’s. Partnering with Angelov, renowned for their free-range eggs, a unique solution was devised: a limited-edition egg cardboard, deliberately 30% emptier to symbolize food waste. This innovative packaging, containing seven instead of ten eggs, aimed to raise awareness of the issue. Further collaboration with Fantastico, a leading grocery chain, ensured the product's availability in their stores. Customers who purchased the egg box donated the equivalent amount for the missing eggs to BG Food Bank, a noble gesture matched by all partners and Hellmann’s.
To amplify the message, an integrated digital communication strategy was implemented. Premium display advertisements, paid social media postings, and strategic PR outreach were leveraged to spread awareness far and wide. Notable celebrities and influencers lent their support, enhancing the campaign's reach and resonance.
