A creative and innovative advertising campaign by Hellmann’s in collaboration with illustrator Kate Porteous. The campaign aimed to raise awareness of the importance of maintaining proper refrigerator temperatures to prevent food wastage. The campaign used specially designed Hellmann’s jars that featured unique temperature-sensitive inks that changed colour to indicate whether the fridge was at the correct temperature or too warm. This visual indicator helped consumers know if their food was being stored in a safe environment.

In addition to the temperature-sensitive jars, the campaign also included a range of social animated stickers. These stickers based on the campaign illustrations  could be used on social media platforms to spread awareness and encourage discussions about food waste and fridge temperatures.

The campaign’s success was evident from the press coverage it received and its nomination for a Cannes Golden Lion.