The document describes a brief from Hellmann's for the New Blood Awards 2018 to design a device, publication, or service to address the issue of food waste. Entrants are challenged to identify a point in the supply chain where food is often wasted, such as leftovers or expired goods, and intervene to help prevent waste. The solution must embody Hellmann's brand approach of sustainability and its tagline "We're on the side of food". Entrants are asked to consider foods that are most often wasted and why, and to present their idea and research in a 2-minute video or 8-slide JPEG presentation.
The document describes a brief from Hellmann's for the New Blood Awards 2018 to design a device, publication, or service to address the issue of food waste. Entrants are challenged to identify a point in the supply chain where food is often wasted, such as leftovers or expired goods, and intervene to help prevent waste. The solution must embody Hellmann's brand approach of sustainability and its tagline "We're on the side of food". Entrants are asked to consider foods that are most often wasted and why, and to present their idea and research in a 2-minute video or 8-slide JPEG presentation.
The document describes a brief from Hellmann's for the New Blood Awards 2018 to design a device, publication, or service to address the issue of food waste. Entrants are challenged to identify a point in the supply chain where food is often wasted, such as leftovers or expired goods, and intervene to help prevent waste. The solution must embody Hellmann's brand approach of sustainability and its tagline "We're on the side of food". Entrants are asked to consider foods that are most often wasted and why, and to present their idea and research in a 2-minute video or 8-slide JPEG presentation.
The document describes a brief from Hellmann's for the New Blood Awards 2018 to design a device, publication, or service to address the issue of food waste. Entrants are challenged to identify a point in the supply chain where food is often wasted, such as leftovers or expired goods, and intervene to help prevent waste. The solution must embody Hellmann's brand approach of sustainability and its tagline "We're on the side of food". Entrants are asked to consider foods that are most often wasted and why, and to present their idea and research in a 2-minute video or 8-slide JPEG presentation.
Modern food production and consumption you address these? perpetuates a staggering amount of waste. According to Love Food, Hate Waste, “right • What’s going on with the decision-making now in the UK, we throw away 19% of all the process? Could Hellmann’s provide the food we buy: 7 million tonnes of it in fact, necessary ‘nudge’ to alter behaviour and every year.”. It’s an amount that the average reduce excess production / purchase consumer drastically underestimates their in the first place? Or will you empower role in. people to make the most of the food they have? Eg consumers underestimate how Hellmann’s believes that food is too good to many ‘meals’ worth’ of food they actually be wasted, and wants to further the throw out – consider highlighting their conversation on food waste. It wants to own habits to engage them. promote sustainable, waste-reducing behaviours, via things like innovative recipes • Keep in mind how the brand speaks incorporating its products to use up food that (you’ll get a sense from its website), and Brief set by would otherwise go to waste, and brand its tagline – “We’re on the side of food” activations that lead change on this issue. – with its double meaning about how Hellmann’s products are used, and being a champion The Challenge of the goodness of food. In collaboration with Create a Hellmann’s branded device, Design Bridge, part of the publication or service that addresses the • Think about where your idea will be WPP Network issue of food wastage. Your design should used, as well as practical considerations be a response to a point in the supply chain like food preservation, food safety and where food is often wasted – this could be hygiene practices. in the home, such as leftover food that’s overlooked or left behind when people go on What’s Essential holiday, or in restaurants or stores, when • Design either a device, a publication or a over-ordered or expired goods get binned. service that embodies the Hellmann’s Choose either the home, the store, or the brand approach to sustainability, to help restaurant as the focus for your solution. pre-empt or reduce food being wasted, in your choice of setting – either the home, Combat throwaway Think about Hellmann’s standpoint, “We’re a store, or a restaurant. on the side of food”, and consider how it culture and cut food positions the brand as a champion of the • Find a name that reflects the Hellmann’s waste with a device, goodness of food, and how this furthers its tone of voice and the idea “We’re on the narrative around sustainability. side of food” publication or service from Hellmann’s No-one wants to waste food, but we still do. • Present your idea in a nutshell, and Why? Dig deep to identify where and how include highlights from your research and Hellmann’s could intervene to make a development to show how you made your meaningful difference. decisions.
Who is it For? What and How to Submit
Consumers or businesses who want to save Read Preparing Your Entries before you get money and reduce their environmental started for full format guidelines. impact by not throwing good food away. Main (essential): Related Disciplines What to Consider Either a presentation video (max. 2 min) OR Design • Consider the foods that most often go JPEG slides (max. 8). to waste (in the UK bread, milk, and Product & Service Innovations fresh produce are the main culprits, but Optional (judges may view this if they wish): Brand Activation this will vary for other countries) and the Interactive work (apps, etc); physical times and reasons this tends to happen. supporting material; if your main deliverable Deadline is JPEGs, you can also submit video (max. 20 March 2018, 5pm GMT • The two main drivers for consumers 1 min total); if your main piece is video, you will be the unnecessary cost of buying can also submit JPEGs (max. 4). something they won’t get around to eating, and the environmental impact of the resources that went into growing or
