

Winning the prestigious 'Food Brand of the Year' Grocer Gold Award
Hellmann's has long been passionate about fighting food waste and inspiring consumers to waste less. With the cost-of-living crisis, Hellmann’s needed a strong trade PR strategy to ensure its commitment to reducing food waste remained high on retailers’ agenda and to be a food brand of choice.
Our strategy for Hellmann’s was to secure consistent, high-quality coverage in The Grocer – a key FMCG trade publication for Hellmann’s covering grocery retail - to position the brand as a leader in the fight against food waste. We also needed to continue to highlight Hellmann's category-leading innovation capabilities and used the following tactics:
1) Insight-led earned editorial, which included landing a prestigious Saturday Essay discussing the role brands play in inspiring shoppers to prevent food waste.
2) High-quality and thought leading promotional and advertorial content, building on the need for inspiration in food waste narrative and exploring how brands and retailers can work together to combat the growing issue.
3) High impact and strategic advertising which included a striking Grocer front cover and high traffic digital ads, highlighting key brand innovation and purpose messaging.
4) Awards programme. Using our dedicated awards team, we drafted a compelling entry to The Grocer’s Gold Awards, to showcase Hellmann’s’ brand purpose and innovation credentials to senior trade decision-makers.
The result: Consistent, high-quality coverage for Hellmann's food waste activities and generating the largest share of voice verses its competitors in earned media. Better still, we helped land Hellmann's the prestigious 'Food Brand of the Year' Grocer Gold Award.