What was the challenge?

Hellmann’s identified “fridge blindness” as a key contributor to household food waste.

People often struggle to see the potential meals in their leftover ingredients, leading to unnecessary waste.

The challenge was to create a solution that would help consumers reduce food waste by making better use of the ingredients they already have.

 

What action did they take?

Hellmann’s collaborated with Google Cloud to develop the ‘Meal Reveal’ tool, which uses AI capabilities from Google Cloud’s Vertex AI platform.

The tool allows users to scan the contents of their fridge using their mobile phone camera.

The AI identifies ingredients and matches them to relevant recipes, providing users with meal ideas based on what they have available.

Hellmann’s launched the tool during Food Waste Action Week, aligning with broader initiatives to tackle food waste.

The tool was developed as part of Hellmann’s ‘Make Taste, Not Waste’ mission, reinforcing the brand’s commitment to reducing food waste.

 

 

What were the results?

While specific metrics are not available, the outcomes included the following:

  1. The tool raised awareness about food waste and Hellmann’s commitment to sustainability.
  2. The tool increased user engagement with the Hellmann’s brand by providing practical solutions.
  3. The tool helped households use more of the food in their fridges, leading to a reduction in food waste.

 

What marketing lessons can we learn from this?

  1. Leverage Technology: Using AI to solve consumer problems can create innovative and practical marketing solutions.
  2. Address Real Consumer Issues: Hellmann’s identified a specific problem (“fridge blindness”) and created a targeted solution.
  3. Align with Brand Mission: The tool reinforces Hellmann’s broader sustainability mission, creating a cohesive brand message.
  4. Collaborate for Innovation: Partnering with tech giants like Google can lead to more sophisticated marketing tools.
  5. Timing Matters: Launching during Food Waste Action Week maximised the tool’s relevance and potential impact.
  6. Provide Practical Value: By offering recipes and meal ideas, Hellmann’s created a tool that provides tangible benefits to users.
  7. Extend Brand Relevance: The tool positions Hellmann’s as more than just a condiment brand, but as a partner in meal planning and sustainability.