Published 3 weeks ago.
About a 4 minute read.
The mayo brand is once again aiming to inspire game-day partiers to reimagine
mouthwatering dishes out of their leftovers, in honor of #SickofFoodWasteDay.
The Monday after the Super
is known for being a major “sick” day, with 16+ million US football
estimated to call in “sick” from work this year. So, this Monday, Feb. 12,
Hellmann's is inviting everyone — whether they’re
going to work or not — to work at fighting post-game day food waste.
For the fourth year in a row, Hellmann’s ad during the Super Bowl puts food
waste front and
with one of the biggest TV audiences of the year. In addition to introducing the
world to the talking “Mayo Cat” in this year's
ad, featuring Kate McKinnon,
the latest installment of the mayonnaise brand’s ongoing “Make Taste, Not
Waste” campaign is declaring
the day after the big game “Sick of Food Waste
Image credit: Hellmann's
The Super Bowl is one of the biggest food-wasting occasions of the year in the
US (second only to
with over 140K pounds of extra
at official events alone — and that doesn't factor in the massive number of
watch parties in homes, bars or restaurants. That's why Hellmann's is aiming to
once again inspire game-day partiers to reimagine mouthwatering dishes out of
their leftovers, simply with the help of a dollop of mayo.
Join us for a transformational experience at SB Brand-Led Culture Change — May 8-10 in Minneapolis. This event brings together hundreds of brand leaders eager to delve into radical lifestyle shifts and sustainable consumer behavior change at scale. The trends driving cultural acceleration are already underway, and you can be at the forefront of this transformative movement.
And Hellmann’s says "Make Taste, Not Waste" is having a significant impact: Unilever North
America’s senior director of marketing, Chris
Symmes, told The Cool Down this week
that over the last three years, they have seen a 24 percent increase in
conversation around food waste during and after the Super Bowl, and an increase
in their mayo sales among Gen Z and Millennials.
This year, the brand is further doubling down on its dedication to food-waste
reduction through a $100,000 donation to its partner, Food Recovery
(FRN) — one of the largest student-led movements fighting food waste to end
hunger in the US. FRN and Hellmann's will be on the ground in Las Vegas on
Sunday, Feb. 11 to rescue surplus food from the 10th annual pre-game party and
celebrity food fest, Players
and donate it to The Just One Project — a
local nonprofit working to end the cycle of hunger and provide food to people in
southern Nevada. In partnership with Bullseye Event Group, which produces
Players Tailgate, FRN has recovered over 10,000 pounds of food from the event in
the past three years.
"We are proud of our partnership with Food Recovery Network as we continue our
commitment to help educate and inspire people to fight food waste in their own
homes, whether that's the day after the Big Game or throughout the year," Symmes
says. "Our work to encourage awareness for reducing post-event food waste, by
inventing new 'holidays' or helping people creating delicious recipes with
leftovers, underscores our vision for a more sustainable future."
Every fan who posts to TikTok or Instagram Reels tagging
@hellmannsmayonnaise, #SickOfFoodWasteDay and #Sweepstakes on Sick
of Food Waste Day has the chance to win a trip to next year’s big game in New
Orleans next year*. The winner will also help next year's big game
food-recovery efforts alongside Food Recovery Network.
"We are thrilled to partner with Hellmann's to fight food waste and support
those who don't have enough food to eat," says Regina
Anderson, Executive Director of
the Food Recovery Network. "44 million people are unnecessarily facing food
insecurity right now, while more than 42 million tons of food goes to waste each
year. Fighting food waste can happen at large events like this and in lots of
other locations like our schools, our conferences, and our homes.
“We all have the power to ensure perfectly good food doesn't go to waste; and we
are excited to work with Hellmann's — a name everyone knows — to ensure everyone
understands how critical an issue food waste is and the small, simple actions
you can take to make a difference."
Sick of Food Waste Day is the latest demonstration of Hellmann's long-term
commitment to champion and invest in programs, partnerships and policy advocacy
to make fighting food waste convenient, so it never makes it to a landfill.
Visit Hellmann's Sick of Food Waste Day
site for recipes
to inspire your post-game day culinary creations.
*NO PURCH NEC. 50 US & DC, 18+. Ends 3/12. Rules:
Published Feb 7, 2024 8am EST / 5am PST / 1pm GMT / 2pm CET