Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that intersts you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

CUBOCC Reveals Where Hellman's Canada's Ingredients Come From

double E communications, 2 months, 4 weeks ago

In two new digital ads, families discover the Canadian-grown and sustainably-sourced ingredients in the brand’s signature product

CUBOCC Reveals Where Hellman's Canada's Ingredients Come From

New York City creative agency CUBOCC recently created a digital campaign for Hellmann's titled “Where Does It Come From” that includes two video spots and a live-stream from a real Hellmann's Canola Farm in Canada featuring renowned chef Chuck Hughes. The campaign, including the live stream that aired July 14th, is ongoing throughout the summer.


The spots present brief interviews with real people, both children and adults, demonstrating how even though we may expect children to be mystified by Hellmann's ingredients like canola, many adults too don’t realize the Canadian-grown and sustainably-sourced ingredients in the trusted brand’s signature product.

The agency brought three urban families to a real canola farm in Saskatchewan Canada to get a hands-on experience of where food like Hellmann’s mayonnaise comes from. CUBOCC’s approach was to illuminate Hellmann's real, transparent, and proud nature, based on the insight that it is not only children that are disconnected from where their food originates, but also adults.


Supported by plucky acoustics and bold handwritten-style lettering, the spot highlights the families’ candid reactions representative of most viewers, reinforcing brand trust by showing authenticity in both the product and the consumer.


Matheus Barros, US CEO of CUBOCC, says “Given that Hellmann's is such a genuine brand and product, showing real curiosity, reactions, and support for Canadian farms and ingredients strengthens our message of connecting more with what we eat.”


This campaign represents the agency’s first effort in North America for a Unilever brand, and continues Hellmann’s Real Food Movement -- the brand’s mission to celebrate where real food comes from, how it grows, and how you can enjoy it.

Advertiser

Social: Ogilvy

Advertiser: Unilever

Creative Agency

Creative Agency: CUBOCC NY

Media Agency

Media Agency: Mindshare Canada

Music and Sound

Music Agency: DaHouse Audio

Production Company

Production Company: ALT productions

Director: Tara Johns

Genre: PR