Hellmann's uses AI to help UK reduce food waste

Mayonnaise brand Hellmann’s has launched an AI-driven campaign by Ogilvy UK in collaboration with Google Cloud, using a simple fridge scan to help reduce household food waste.

‘Meal Reveal’, Hellmann’s new AI-enabled tool, allows audiences to scan the food they already have in their fridges to receive bespoke recipe ideas based on its contents. The tool utilises generative AI capabilities in Google Cloud’s Vertex platform to identify the ingredients, then the tool further matches the foods to recipes to provide tasty meal suggestions.

Hellmann’s Meal Reveal was designed in response to the common issue of ‘fridge blindness’ - when a fridge is full of ingredients, but people aren’t able to see or imagine what meals to make. The tool provides a time saving and convenient solution for consumers struggling to use up ingredients and leftovers that, with Hellmann’s mayonnaise, can be turned into something delicious.

Meal Reveal also marks the latest step in Hellmann’s long-standing mission to help people to Make Taste, Not Waste. Each year, Hellmann’s inspires more than 200 million people across the world to be more resourceful with their food. This work follows last year’s innovative ‘Smart Jar’, a specially designed jar of mayo that became a thermometer in people’s fridges, nudging them to set the right fridge temperature to keep food fresher for longer.

The tool is being unveiled during this year’s Food Waste Action Week from the Love Food Hate Waste campaign, delivered by climate action NGO WRAP, which is working to tackle the causes of the climate crisis and give the planet a sustainable future.

The Meal Reveal campaign kicks off in the UK before rolling out to other markets across social channels, YouTube placements and OOH.

Dan Fisher, global ECD, Unilever and special projects, Ogilvy UK, said: “Hellmann’s Meal Reveal inspires people to embrace their leftovers and make their food go further. Consumers have such good food intentions, but then life gets in the way. People just want to know how they can make simple but tasty meals from what’s sitting in their fridge but are unsure where to start. Meal Reveal is a straightforward and innovative tool that guarantees less food is wasted.”

Christina Bauer-Plank, Hellmann’s Global VP, added: "People never set out wanting to throw food away. Food waste is an unintended consequence of our busy lives, where we look in the fridge after a long day and see disparate ingredients but nothing to eat. We saw an opportunity here to create a straightforward, easy to use tool.

Meal Reveal is powered by the latest Google technology where a simple scan of the leftover ingredients lets you see the delicious potential in your fridge, in the palm of your hand.”

To learn more about Meal Reveal and use the tool, visit Hellmanns.com/meal-reveal.

Credits

Ogilvy UK

Ideation

Edelman

PR Agency

Mindshare

Media Agency

Hogarth, Sapient, Google

Additional Company Names

CLIENT NAMES

Christina Bauer-Plank

Global Vice President Hellmann’s & Dressings

Elham Noorbakhsh

Global Brand Director - Hellmann’s

Vivian Hordijk

Sr Global brand engagment Manager- Hellmann's

Sarah Killian

Global Assistant Brand Manager- Hellmann's

Resi Wirya

Nutrition Digital Marketing Tech Lead

Robin Guetta

Technology Delivery Manager

Karthik Ravichandran

EATS Project Manager

Ram Yaganti

Nutrition Tech Services

Valerie Morfitis

Nutrition Media Lead

Richard Vaughan

Nutrition Dressings Marketing Manager UKI

AGENCY & PARTNERS

Daniel Fisher

Global Executive Creative Director, Unilever and special projects

Juliana Paracencio

Global Creative Director

Rob Butcher

Global Creative Director

Liam Bushby

Global Creative Director

Nick Shay

Senior Art Director

Anja Muller

Senior Copywriter

Joe Ribton

Junior Creative

Sophie Becker

Junior Creative

Phil Gull

Copywriter

Helen Giles

Art Director

Bruno Rodrigo de Miranda

Digital Artist

Laurence Blake

Senior Designer

Trevor Lindroos

Strategy Director

Gabriella Field

Strategic Planner

Jo Bacon

Global Client Lead

Sophie Payne

Managing Partner

Mirjana Slavkovic

Senior Account Director

Anisa Gani

Account Manager

Sarah Thomson

Head of Art Production

Chris Chapman

Deputy Head of Integrated Production

Amanda Kresge

Senior Producer

Mariana Ramirez

Senior Project Manager

Willem Van den Hoof

ECD Ogilvy Social Lab Brussels

Dimitri Cologne

Regional Strategy Director Ogilvy Social Lab Brussels

Rob Hill

CEO Ogilvy Social Lab Brussels

Amanda Vanderheide

Head of Client Engagement Hogarth Innovation

Julian Fraser

Group Account Director Hogarth Innovation

Dan Gower

Programme Director

Ruben Martin

UX/UI & Design Manager

Jemma Parkes

Global Business Group Lead

Kevin Lesueur

Global Strategy Manager

Kate Pigden

Business Director - Connections Planning

Megan Wieland

Account Executive - Connections Planning

Hannah Cunningham

Programmatic Account Director

Georgie Coley

Paid Social Account Executive

Katy Evans

EVP, Global Client Leader

Kristen Moore

Account Director

Anna Graus

Senior Account Manager

Tessa Saxon

Account Manager

Alistair Lee

Production Lead

Bobby Nolla

Creative Lead

Khalid Al-Masghari

Creative Business Partner

Lara Woods

Creative Strategist

Sam Mayo

Creative Technologist

Leonie Ameringer

Global Client Lead

Lisa Tesoro

Global Account Lead

Rahul Chopra

Global Account Executive

Persa Shadnia

Industry Manager

Ramnath Nayak

Customer Engineer

Richard Nicholas

Account Executive

Shane Power Murphy

Territory Manager

Aishwarya Pandey

Solutiosn Consultant

Simon Harvey-Guttridge

Account Executive

Himani Jain

Delivery Lead

Khushbu Varshney

Engagement Lead

Abhishek Saraswat

Solution Architect

Vineet Jaiswal

Data Architect

Shrashti Gupta

Data Scientist

Vinant Gautam

Front end Engineer

Pawan Singh

Back end engineer

Jithin Jose

Data Engineer