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Hellmann's Real Food Rescue: Toronto's Food Waste Solution

Agency
Ogilvy
Brand
Hellmann's
Platforms
None
Industries
Food & Beverage
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Hellmann's partnered with Maple Leaf Sports and Entertainment to combat food waste by serving discarded groceries at BMO Field in Toronto. The initiative, called 'Real Food Rescue,' aimed to feed over 100,000 people annually through partnerships with grocery stores and stadiums. By repurposing surplus food, the campaign highlighted the importance of sustainable consumption and community impact. The project demonstrated how strategic food redistribution can address both environmental and social challenges.

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Published around: September 16, 2022 ?
Added to Agency Inside: March 25, 2026

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