Hellmann’s Tackles Food Deserts with Experiential Marketing

Primary tabs

Hellmann’s Tackles Food Deserts with Experiential Marketing

tweet me:
Did you know 1 in 5 Canadians currently lives in a #fooddesert? @HellmannsCanada is looking to change that: http://bit.ly/1e8QEh9 #MyTomato

Multimedia from this Release

Monday, June 15, 2015 - 10:00am

CONTENT: Blog

When it comes to raising awareness for important causes, the phrase "walk a mile in their shoes" may be easier said than done. Yet, oftentimes helping consumers experience issues can be the most eye-opening information of all. One food brand is doing just that – transforming grocery stores into food deserts.

Hellmann's mayonnaise brand is tackling a widespread but not widely understood issue in Canada: food deserts. Through the "Real Food Movement" campaign, the brand is helping consumers understand the plight of one in five Canadians who currently live in food deserts – areas where fresh fruits, vegetables and other healthful foods are inaccessible or expensive. And although the issue is commonplace, only 50 percent of Canadians know the term, according to a survey conducted by Hellmann's. To help consumers understand, Hellmann's created a grocery store to reflect a food desert, with empty shelves, limited produce and high prices; shoppers entering the store were shocked by what they saw.

To read more on Cone's Prove Your Purpose blog, click here.

Keywords: Responsible Production & Consumption | Cone Communications | Events, Media & Communications | Hellmans | Real Food Movement | Responsible Business & Employee Engagement

CONTENT: Blog

parse.ly