1/3 of the food we buy goes to waste, enough to feed 2 billion people. As a brand that stands on the side of food, Hellmann’s needed to inspire people to place more value on food, by changing their behavior. We identified a common problem Hellmann’s could tackle, when you look into a full fridge and think “nothing to eat”, leading to waste. We needed to prove to current users that Hellmann’s can combine almost anything, showing them delicious possibilities they had no idea were in their fridge.

So we created a unique ambient experience – a gourmet restaurant with no food. Instead, we invited people to bring whatever’s left in their fridge. Our celebrity chefs then transformed their forgotten ingredients into five-star meals, proving how Hellmann’s can combine almost anything. And instead of the bill, we surprised people again with a recipe of the meal. Every dish became a recipe video, showing a wider range of uses for Hellmann’s while also giving us an entire year of social content.

200+ news reports. 50 million impressions in two days alone. 2,700 ingredients saved. 8% sales increase. An official endorsement by the UN World Food Programme, with even MasterChef and Tastemade airing episodes based on our restaurant. But more than just an immersive brand experience that generated an entire digital content platform for us, our restaurant ignited a national debate on food waste and fridge habits in Brazil, inspiring people to see the food in their fridge in a whole new light.