Hellmann’s Smart Jar Changes to Help Fight Food Waste
Laura McQuarrie — March 9, 2023 — Eco
References: famouscampaigns
Hellmann’s Smart Jar was created with Ogilvy UK in support of Food Waste Action Week and it offers dynamic visual cues to maintain the freshness of food. This unique mayonnaise jar features a colorful design by award-winning illustrator from the Jacky Winter Group, Ellen Porteus, and it incorporates thermochromic ink so that some elements are only visible when the jar is stored in the fridge at temperatures below five degrees Celcius.
This colorful jar of mayo helps to bring attention to the fact that millions of fridges in the UK are simply not cold enough, which causes food to spoil faster. To help people become aware of this issue and make lifestyle adjustments accordingly, the brand is partnering with influencers on TikTok and Instagram.
This colorful jar of mayo helps to bring attention to the fact that millions of fridges in the UK are simply not cold enough, which causes food to spoil faster. To help people become aware of this issue and make lifestyle adjustments accordingly, the brand is partnering with influencers on TikTok and Instagram.
Trend Themes
1. Smart Packaging - Creating color-shifting jars to help maintain food freshness.
2. Temperature-reacting Ink - Incorporating innovative solutions such as thermochromic ink to improve food storage awareness.
3. Influencer Marketing - Partnering with influencers to spread awareness of food waste and refrigerator temperature control.
Industry Implications
1. Packaging - Disruptive innovation opportunity lies in creating unique, smart packaging solutions that improve functionality and user experience.
2. Printing and Ink - Incorporating temperature-reacting ink into food packaging and labels to promote better food waste management and freshness.
3. Social Media Marketing - Using social media platforms, such as TikTok and Instagram, to promote sustainable living and partner with influencers to reach larger audiences.
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