To activate Hellmann’s brand purpose of fighting food waste, we launched “Fridge Hunters”, a grassroots influencer campaign on Instagram and TikTok. Our goal? To save one million meals from the landfill by getting regular people to stop tossing their groceries and instead cook a meal with what they have on hand. After 100 food influencers posted their meals with #FridgeHunters, celeb chef, José Andrés was at the tippy top of this bottom-up effort and added heat to this already burning flame. Complete with microsite, brilliant PR combined with a sweepstakes, we garnered over half million earned impressions in less than week. . .and counting!
