In “Mayo Tackles Food Waste,” Unilever brand Hellmann’s deploys football coach Jerod Mayo to thwart food waste in consumers’ homes by tackling them—literally. Among his targets is comedian Pete Davidson, who is rather understanding. “Sorry, man, had to,” Mayo says. “I get it. I’m very hit-able,” Davidson says.
Hellmann’s also took on food waste in its 2021 Big Game ad, “Make Taste Not Waste,” which starred Amy Schumer.
As part of the “Mayo Tackles Food Waste” campaign, Hellmann’s launched a four-week program called “Fridge Night” centered around the brand’s Fridge Night app, through which consumers could find recipes designed to turn leftover ingredients into meals.
Hellmann’s partnered with agency Wunderman Thompson and director Kris Belman for the ad.
Agency: Wunderman Thompson
Quarter Aired: 4
Super Bowl: LVI