Hellmann’s Partners with Ogilvy for Smart Mayonnaise Jar

Hellmann’s tackling food waste with Ogilvy through specially designed jar of mayonnaise that tells consumers when their fridge is at the right temperature This is part of the brand’s “Make Taste Not Waste” campaign that was launched in 2021.

The Smart Jar aims to combat the findings of a recent study that revealed that consumers are seeing their food spoil up to three days faster in fridges running at above 5°C. designed by Ellen Porteus, an illustrator from the Jacky Winter Group, the smart jar’s thermochromic ink – a type of ink only visible at a certain temperature – is activated to show hidden messages and illustrations.

New ‘Smart Jar’ from Hellmann’s and Ogilvy aims to reduce food waste
Source: Ogilvy

Rachel Chambers, senior marketing manager at Hellmann’s, said the company knows how important it is to make the most of the food one buys. “At Hellmann’s we’re constantly looking to help consumers reduce food waste and save money, and think Smart Jar is an innovative way to get people talking about, and solving this massive problem.” Dan Fisher, global ECD for Unilever, Ogilvy, believes food waste is a serious issue but these Smart Jars are a fun way of educating people how they can easily combat it. “It’s taken us over a year to get the technology right but the end result is more than worth it.

New ‘Mayonnaise Jar’ from Hellmann's
Source: Unilever

Catherine David, director of Collaboration and Change at WRAP, said more than 4.5 million tones of perfectly good food goes to waste every year in our homes which could have been eaten. “Incorrect storage is a key trigger for food going off and getting the fridge temperature right can help food stay fresher for longer. We need innovations like this pilot jar to help us make simple changes in our lives that will dividends. Food Waste Action Week is the perfect time to launch this brilliant trial.”

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Nandika Chand