Hellmann's Real Food Movement

This is a 3 minute mini-documentary we created to examine and debate the Canadian food system. It's forms the cornerstone of the 2009 Hellmann's campaign, Eat Real, Eat Local.

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Hellmann's Urban Gardens

The Real Food Movement 2007 Case Study

Hellmann’s has long called itself the “real” mayonnaise. It’s the one unadulterated recipe of eggs, oil and vinegar that stands out like a beacon on a shelf of white jars with many more ingredients. But research showed consumers are cynical about mayonnaise (or anything) being real anymore, and it was a revelation when they learned what’s in our jar is not only authentic but also has healthful properties that come with those ingredients. Our strategy was to make the Hellmann’s brand stand for real.

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