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Hellmann's begins vegan awards promotion

Unilever Canada has begun a promotion for its Hellmann's product line called “The Vegans.” The campaign promotes the launch of a new line of Hellmann's Vegan Dressings. It takes the form of an awards show that recognizes vegan cooking. It involves the prticipation of a number of Canadian social media influencers who focus on food. Participants will post TikTok videos in which they highlights various vegan recipes. Awards will be given in the categories of “Best Appetizer in a Supporting Role,” “Best Leading Main Dish,” “Best Original Lunch Item” and the “People's Choice Award,” which will be based on public voting. The winners will be announced on Sept. 26.

“Traditionally, vegan food has not always been celebrated as the gold standard in terms of taste,” said Kristen Denega, senior brand manager at Hellmann's Canada. “That changes today. ‘The Vegans’ will shine the spotlight on the creativity, the fun and especially the mouth-watering taste of vegan meals.”

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