Hellmann's begins Fridge Night promotion
Unilever has begun a Canadian promotion for its Hellmann's brand of spreads and dressings called “Fridge Night.” The effort encourages consumers to reduce food waste during the holiday season. It features a free mobile application that consumers can use to participate in a series of challenges hosted by chef Andy Hay of the course of four weeks. The challenges are designed to make participants use up food that would otherwise go to waste. For each challenge completed, participants can receive discounts on Unilever products through U Shop. In addition, for each meal prepared according to the app, Hellmann's will donate a meal to charitable organization Second Harvest.
“We know most people don't set out to waste food, but sometimes life just gets in the way, and so we launched ‘Hellmann's Fridge Night’ to offer a simple, fun and scientifically proven way to help Canadians reduce food waste in the home,” said Kristen Denega, senior brand manager at Hellmann's Canada. “As a brand that reaches millions of homes through our products, we believe we have a responsibility and an opportunity to help Canadians be more resourceful with their food and waste less, and are excited to introduce this new, digital approach to tackling food waste.”