GEN-AI Smart Recipes Strategy | Hellmann's - 2024

Creative Research | Artificial Intelligence | Positive Impact

Hellmann’s: driving sustainability through culinary innovation

Hellmann’s, a globally recognized brand under the Unilever portfolio, is renowned for its commitment to high-quality products, flavor, and versatility. In recent years, the brand has expanded its mission, positioning itself as a key ally in the fight against food waste—one of the most pressing global sustainability challenges.

To strengthen this positioning and deepen its connection with conscious consumers, Hellmann’s launched the “No-Waste Monday” campaign. Inspired by the global “Meatless Monday” movement and tailored to the Brazilian context, the campaign aimed to encourage more responsible consumption habits. By offering a practical and creative approach to reducing food waste, Hellmann’s also promoted balanced eating practices, reinforcing its role as a sustainability advocate.

Challenge
Hellmann’s recognized the need to rethink its landing page, transforming it into a more creative strategic platform that reflects the zeitgeist and aligns with the campaign's purpose. The goal was to craft an innovative digital experience tied to market context, emerging trends, and the campaign’s sustainable impact.

Opportunity
As one of the world's largest food producers, Brazil holds the alarming title of the 10th country with the highest food waste, according to the UN. Coupled with the rapid adoption of digital tools and Artificial Intelligence (AI) by Gen Z, this presented a clear opportunity: leverage technology to address a local issue while connecting consumers to the campaign’s sustainability mission.

Applied Methodology:
Desk Research for Consumer Insights

Solution
We presented a mini-report with a solid foundation and proposed the integration of a personalized AI conversational chat on the campaign’s new landing page: "Smart Recipes."

Experience Functionality:
Users input the ingredients available in their fridge into the chat.
The AI, tailored to Hellmann’s brand identity, suggests creative and practical recipes.

Encourages the reuse of leftovers, reducing food waste.

Results and Impact:

Increased Engagement: The personalized experience led to a significant rise in user time spent on the landing page.

Brand Strengthening: Hellmann’s positioned itself as an innovative brand attuned to social and environmental demands.

Market Recognition: The project was nominated for the 2024 Effie Awards, standing out as a strategic and impactful campaign.