︎︎︎ OVERVIEW:
Grow With Us was created not only to show how Hellmann’s Ketchup is made, but also to invite people participate in the tomato growing process.
We opened the doors of one of Hellmann's farms in Talca, Chile, and launched a digital platform that live streamed each step in tomatoes' cultivation.
For the first time, consumers could follow the farming process through cameras placed on the farmers’ hats and interact with them in real time, deciding what they should do next in the farm. We also partnered up with Spotify and allowed visitors to select the next song that would be played in the fields.
Grow With Us was created not only to show how Hellmann’s Ketchup is made, but also to invite people participate in the tomato growing process.
We opened the doors of one of Hellmann's farms in Talca, Chile, and launched a digital platform that live streamed each step in tomatoes' cultivation.
For the first time, consumers could follow the farming process through cameras placed on the farmers’ hats and interact with them in real time, deciding what they should do next in the farm. We also partnered up with Spotify and allowed visitors to select the next song that would be played in the fields.
︎︎︎ RESULTS:
• In all, 3567 cities from 110 countries participated
• Achieved International press coverage, reaching more than 90 million people in just 10 days
• 47% increase in the number of people who believe Hellmann’s Ketchup comes from natural sources
• 78% increase in brand consideration
• 10% increase in market share
︎︎︎ SELECTED PRESS:
trendwatching
PSFK
Contagious Magazine
• In all, 3567 cities from 110 countries participated
• Achieved International press coverage, reaching more than 90 million people in just 10 days
• 47% increase in the number of people who believe Hellmann’s Ketchup comes from natural sources
• 78% increase in brand consideration
• 10% increase in market share
︎︎︎ SELECTED PRESS:
trendwatching
PSFK
Contagious Magazine
︎︎︎ CASE STUDY:
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”Hellmann’s connect tomato farmers with consumer”
PSFK
”Hellmann’s found its niche by promoting the human side of ketchup production”
PSFK
︎︎︎WEBSITE:
Live streamed directly from the Hellmann’s tomato farm in Talca, Chile.
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Live streamed directly from the Hellmann’s tomato farm in Talca, Chile.
︎︎︎ PROJECT INFO:
Brand: Hellmann’s
Agency: CUBOCC
My role: Creative Director, Copywriter, Concept
Year: 2014
Brand: Hellmann’s
Agency: CUBOCC
My role: Creative Director, Copywriter, Concept
Year: 2014
︎︎︎ TEAM:
AKQA:
CCO: Wilson Mateos
Creative Director: Felipe Rocha, Luiz Mastropietro, Daniel Busch
CW: Daniel Busch
AD: Rafael Nunes, Caio Sartori, Juliano Shimizu, Felipe Uchôa
Head of Design: Felipe Rocha
Production Company: THE KUMITE
Film Director: Manuel Nogueira, Cristiano Trindade
& team.
Digital Platform Development: DOUBLELEFT
AKQA:
CCO: Wilson Mateos
Creative Director: Felipe Rocha, Luiz Mastropietro, Daniel Busch
CW: Daniel Busch
AD: Rafael Nunes, Caio Sartori, Juliano Shimizu, Felipe Uchôa
Head of Design: Felipe Rocha
Production Company: THE KUMITE
Film Director: Manuel Nogueira, Cristiano Trindade
& team.
Digital Platform Development: DOUBLELEFT