| 标题 | Smart Jar |
| 广告公司 | Ogilvy UK |
| 广告战役 | Smart Jar |
| 广告主 | Unilever |
| 品牌 | Hellmann's |
| 首次发布日期 | 2023 / 3 |
| 产品 | Smart Jar |
| 行业领域 | 蛋黄酱，番茄酱，芥末 |
| 剧情简介 | A recent study revealed that millions of fridges in UK homes are running too warm, causing some foods to spoil up to 3 days faster than if they were chilled to below 5℃. To mark Food Waste Action Week, Ogilvy UK and Hellmann’s have created a specially designed jar of mayonnaise that tells consumers when their fridge is at the right temperature to keep their food fresher for longer. The nationwide multi-channel campaign partners Influencers across both TikTok and Instagram using the eye-catching jar as the catalyst for conversation. |
| 哲学 | To mark Food Waste Action Week, Ogilvy UK and Hellmann’s have created a specially designed jar of mayonnaise that tells consumers when their fridge is at the right temperature to keep their food fresher for longer. A recent study revealed that millions of fridges in UK homes are running too warm, causing some foods to spoil up to 3 days faster than if they were chilled to below 5℃. The nationwide multi-channel campaign partners Influencers across both TikTok and Instagram using the eye-catching jar as the catalyst for conversation amongst Hellmann’s target demographic. Prototypes have also been sent to key Influencers, Hellmann’s fans and food waste campaigners to raise awareness around checking fridge temperatures in a bid to reduce food waste on a national level. The Smart Jar was meticulously crafted by award-winning illustrator Ellen Porteus from the Jacky Winter Group. Ellen’s playful design reveals hidden illustrations and messages when placed in a fridge that is set below 5℃, by using thermochromic ink (an ink that only appears at a certain temperature). The Smart Jar is part of the brand’s Make Taste Not Waste positioning that launched in 2021 and has inspired more than 200 million people around the world to make the most of their leftovers. |
| 媒体类别 | Packaging Design |
| 插图画家 | Ellen Porteus |
| 设计公司 | Jacky Winter Group |
| 广告经理 | Rachel Chambers |
| Global Executive Creative Director | Dan Fisher |
| Illustrator | Ellen Porteus |
| Design Company | Jacky Winter Group |
| Advertising Manager | Rachel Chambers |
| Global Executive Creative Director | Dan Fisher |