OUGD603 - Brief 03 - Hellmann's Brief - Concept and Collateral

The Concept - Our idea for Hellmann's is a wonky vegetable campaign with a Hellmann's Wonky Food Truck - Service and a Campaign that encourages more people to buy and consume wonky fruit and veg. The idea perfectly hits a wide target demographic from students to festival goers to families wanting to save money. The campaign perfectly reflects Hellmann's brand values who's motto is 'we're on the side of food' even stating on their website that at Hellmann's they're all about taste, not looks, which is exactly what this campaign focusses on. This campaign will hopefully save 7 million tonnes of misshapen fruit and veg from going to waste each year as consumers are obsessed with perfection and look rather than taste. 

Food Truck - The Hellmann's wonky food truck will travel around the country to various events such as Music Festivals, Freshers Fairs and Food Markets promoting the great taste of wonky veg by making delicious meals at a lower price than their competing stalls. As food taste the same no matter how it looks it will raise people's awareness of the prejudices they have for wonky veg and make them realise that it's not all about looks. The van will source the wonky veg from rejected stocks from supermarkets or farmers at a lower price than their better-looking friends, eliminating what would usually go to waste. Everyone can tell you that food stalls at Festivals are ridiculously overpriced so a cheap, healthy alternative would be a huge success, especially with the rise in people turning to meat-free cuisine. As the van is run by Hellmann's a table full of their condiments will be provided, raising awareness of the full range of sauces Hellmann's manufactures (not just mayonnaise). Dishes named after classic ugly references. Collateral: Design of the Van, Menu Board, Actual Menu eg. smoothies, wraps etc. Signage, take-away packaging.

Campaign - Alongside the food van there will be a nationwide campaign raising the awareness of the benefits of wonky veg with funny copy and bright, trendy photography. The campaign will stress how veg is the same on the inside no matter how wonky on the outside. Collateral: Branding, Posters and Billboards and Busses

In-Store - Boxes of wonky veg in supermarkets will collaborate with Hellmann's by coming with a Hellmann's voucher attached, adding another level of persuasion to consumers as not only are they getting their 5 a day for much cheaper, but they are getting a free sample of Hellmann's sauce. Hellmann's 'choose what you need' box, only pick what you want and the amount you'll need for the week, then choose your sauce to go with it. 
Collateral: Vouchers and box to carry the wonky veg

Online - A page on the Hellmann's Website will allow customers to track the van and see it travelling around the UK and what city or event it will be at next. Collateral: social media campaign, a page on their website to track the van.