It takes real bravery to eat the things that have never been eaten before. But sometime, somewhere, someone was the first person to eat every delicious morsel we take for granted today. And Hellmann’s believes these brave food pioneers deserve a bit of recognition.
Ogilvy & Mather London helped Hellmann's to celebrate these food pioneers with a brand new campaign. Double-page print ads launched during the Easter weekend in the Observer Magazine, Guardian Weekend, and Saturday Express, celebrating the first people to eat prawns, mushrooms, and squid. These were followed by a series of 60s radio spots, performed by veteran actor and comedian Nigel Planer.
The executions form part of Hellmann’s new “On The Side Of Food” global campaign, in which the brand demonstrates its obsession with taste, and highlights its commitment to responsible food production.
Talking about the work, Dede Laurentino, Global ECD for Unilever at Ogilvy said: "It’s one of those things we’ve all talked about at the pub. You look at a prawn or something, and wonder ‘what weirdo first ate one of these funny-looking things?’ We wanted to pay tribute to that weirdo. And everyone else who first put great-tasting food on the menu.”