News
30 April 2010
Dashboard helps Hellmann's get real
TORONTO—Getting people excited about mayonnaise is a challenge, discovered Toronto design firm Dashboard Communications when it was approached by Hellmann's to promote the introduction of its new food products boasting free-range, locally sourced eggs. Dashboard’s answer was Hellmann's "Eat Real, Eat Local" program, an all-points media blitz coordinated between Dashboard and Harbinger Ideas, a Toronto public relations firm.
"Hellmann's is committed to helping Canadians enjoy real, simple ingredients," says Harbinger account manager Andrea Burmaster. "The 2010 campaign is a series of announcements and exciting changes that demonstrate Hellmann’s ongoing dedication to the Real Food Movement."
Leading the campaign is Hellmann's Real Food Movement website. "Farmer’s markets, fresh foods, and communities inspired the layout,” says Catherine Baird, associate creative director at Dashboard Communications. “We wanted viewers to feel like they are outside on a spring day – shopping at a local farmer’s market, gardening or enjoying the pleasures of real food. The site is an experience, incorporating tools and guides which make it simple to find real food in any community,"
The site architecture was divided into two navigation areas: "Get informed" and "Get involved," making it easy for consumers to find their place, adds Baird. While Hellmann's logo still crowns the Real Food Movement website's emblem, a font not traditionally associated with the brand – Gotham – was selected to set this campaign apart from its sponsor. "While mayonnaise alone may not be exciting, food and cooking is – mayo is used in cooking and that's something that many people are passionate about. Taste appeal and freshness is a part of the visual communication."
"Hellmann's is committed to helping Canadians enjoy real, simple ingredients," says Harbinger account manager Andrea Burmaster. "The 2010 campaign is a series of announcements and exciting changes that demonstrate Hellmann’s ongoing dedication to the Real Food Movement."
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Dashboard designs site for Hellmann's Real Food Movement
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Leading the campaign is Hellmann's Real Food Movement website. "Farmer’s markets, fresh foods, and communities inspired the layout,” says Catherine Baird, associate creative director at Dashboard Communications. “We wanted viewers to feel like they are outside on a spring day – shopping at a local farmer’s market, gardening or enjoying the pleasures of real food. The site is an experience, incorporating tools and guides which make it simple to find real food in any community,"
The site architecture was divided into two navigation areas: "Get informed" and "Get involved," making it easy for consumers to find their place, adds Baird. While Hellmann's logo still crowns the Real Food Movement website's emblem, a font not traditionally associated with the brand – Gotham – was selected to set this campaign apart from its sponsor. "While mayonnaise alone may not be exciting, food and cooking is – mayo is used in cooking and that's something that many people are passionate about. Taste appeal and freshness is a part of the visual communication."
"My favourite element of the site would be the Run for Real Food, which debuts in May," says Baird. "It's the first 'free-run chicken run' on the internet. The campaign includes interactive 3-D hens training for a run, along with a collection of social marketing tools that enable our visitors to spread the message."
Contact: www.dashboard.ca; www.realfoodmovement.ca
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ok, let's be real... Hellmann's is committed to making money.
Do these large food corps and their agencies really think we believe they are leading the real food movement?
Mayonnaise is not healthy so this who campaign is a farse
Another example of marketers thinking people are stupid.
The design of this is nice, but I agree that the idea that Hellman's is leading any kind of real food movement is ridiculous.
I don't blame Dashboard, but then as designers, we should have the courage to tell the client that good design does not solve poor brand positioning. The design has to be good, but the claim has to be believable -- and it is not.