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

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: Unilever

Social: Ogilvy

Creative Agency

Creative Agency: CUBOCC NY

Media Agency

Media Agency: Mindshare Canada

Production Company

Production Company: ALT productions

Director: Tara Johns


Music Agency: DaHouse Audio

Genre: PR