Hellmann’s and Channel 4 bring cooking show focused on sustainability


Hellmann’s is branching out into mayonnaise and salad dressings with the launch of a branded entertainment show focused on sustainability.

Cook Clever, Waste Less With Prue & Rupy – with Prue Leith and Dr Rupy Aujla – will educate households on how to minimize food waste by sharing practical tips and advice on saving money, and will be broadcast on the Channel 4 to 8:30 p.m. every Monday for four weeks from May 24.

Waste does not want

  • As part of a larger campaign run by Mindshare, the frugally successful post aims to impact consumer behavior by opening people’s eyes to the benefits of meal planning, batch cooking and cooking. reuse of leftovers when it comes to reducing food waste.

  • To whet people’s appetites, Mindshare got the ball rolling with a social teaser to show how valuable every scrap is. This will be followed by broadcast, social and online activities to coincide with the show’s airing throughout the summer.

  • Expressing the idea behind the merger, Fikerte Woldegiorgis, Marketing Director, Foods at Unilever UK, said: “Our mission is to help UK households reduce food waste by providing them with simple tips and advice. to make the most of what’s in their kitchen cabinets, and this show helps us do that in an entertaining way that resonates with people.

  • Jem Lloyd-Williams, Managing Director of Mindshare UK, adds: “Brands have a unique role to play in helping to present and encourage attitudes, lifestyles and behaviors that are compatible with a transition to a carbon-free world. .

Manifesto for change

  • Highlights from the summer show will include a TV commercial for a food waste manifesto in which Dr Rupy will articulate Hellmann’s mission to spread the word about food waste.

  • Produced by BBC Studios, this manifesto for change will air during the commercial break of each episode alongside bespoke brand identities displayed in full Channel 4 programming promotions.

  • Besides the main course, a variety of other bite-sized snacks will be available as clips and leftover recipes to help build momentum behind the crusade.

The need to act

  • If global food waste were considered a country, it would rank only behind the United States and China in terms of its contribution to greenhouse gas emissions.

  • It is estimated that one-sixth of all grocery bags and one-eighth of prepared meals end up in the trash.

  • Taking responsibility for these damning statistics, Hellmann’s has set itself the goal of achieving zero net emissions by 2039. Channel 4, for its part, is on track to be zero carbon by 2030.

  • Last December, Hellmann’s partnered with Nintendo’s Animal Crossing to inspire people to make the most of Christmas leftovers.

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