Unilever (United States)

Benjamin Crook, Vice President Dressings & Condiments NA
Sarah Hammer, Senior Brand Manager
Mimi Su, Senior Brand Manager
Stephanie Gouinlock, Consumer & Market Insights
Matthew Scarlata, Consumer & Market Insights
Emma Burns, Associate Brand Manager
Jenna Sussman, Senior Manager, PR & Digital Engagement
Shanna Wollack, Head of Communications & Corporate Affairs
Christina Bauer-Plank, Global Brand Vice President, Hellman's

WUNDERMAN THOMPSON *Lead Agency

Beth Avellini, Executive Creative Director
Peepo David, Group Creative Director
Daryl Giannantonio, Executive Strategy Director
Natalie Colbert, Strategy Director
Ariel Stern, Global Business Director
Sarah Mannion, Senior Account Director
Samantha Kaufman, Account Supervisor
Heather English, Creative Director
Matt Confer, Associate Strategy Director
Madison Andrews, Account Manager
Karina Rey, Project Manager
Arrow Kruse, Executive Producer

Mindshare

Lauren Tuchalski, Managing Director, Strategic Planning
Catie Erbicella, Partner, Director, Strategic Planning
Selen Cakiryildiz, Associate Director, Strategic Planning
Alexis Kirmsse​, Manager, Strategic Planning
Alicia Lonnie​, Director, Digital Investment
Angela Bai​, Manager, Digital Investment
Donald Ekman​, Manager, Social Investment
Jacqueline Chi​, Director, Search Investment
Anthony Vargas​, Associate Director, Search Investment
Stephanie Finkelstein​, Director, Organic Search
Shafique Niazi, Director, OMNI + Amazon Investment ​
Karly Kovac​, Associate Director, Amazon Investment
Rashid Dahodwala, Associate Director, Business Intelligence & Analytics
Dominick Pace, Managing Director, Senior Partner, Portfolio Investment

BCW Global

Kerry Langstine, Account Director, Brand Solutions
Wendy Tursi, Vice President, Brand Solutions

The mayonnaise category and Hellmann’s experienced sales decline. While America knows and loves Hellmann’s, it often only comes to mind as a condiment for making sandwiches tasty. We defined a new, meaningful role for the brand – Hellmann’s as an ingredient to reduce food waste, an ingredient to transform disparate, leftover ingredients into delicious dishes. We used the second largest day of food waste, Super Bowl, as the campaign platform. The result: +16.8% sales lift while motivating 71% to reduce food waste at home.