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Climate Change Brand Purpose Marketing Can Change the World

Hellmann’s and Channel 4 serve up sustainability-focused cooking show


By John Glenday, Reporter

May 18, 2021 | 4 min read

Hellmann’s is branching out from mayonnaise and salad dressings with the launch of a branded entertainment show focused on sustainability.


Cook Clever, Waste Less With Prue & Rupy will educate households on how to minimize food waste

Cook Clever, Waste Less With Prue & Rupy – starring Prue Leith and Dr Rupy Aujla –will educate households on how to minimize food waste by sharing practical tips and money-saving advice, and will be broadcast on Channel 4 at 8.30pm every Monday for four weeks from May 24.

Waste not want not

  • As part of a broader campaign managed by Mindshare, the frugally fruitful messaging aims to impact consumer behavior by opening up people’s eyes to the benefits of meal planning, batch cooking and re-using leftovers when it comes to reducing food waste.

  • To whet people’s appetites, Mindshare has got the ball rolling with a social teaser to show how every scrap has its worth. This will be followed by broadcast, social and online activity to coincide with the show’s run through the summer.

  • Articulating the idea behind the tie-up, Fikerte Woldegiorgis, marketing director, foods at Unilever UK, said: “We’ve been on a mission to help households across the UK cut down on food waste by providing them with simple hacks and tips to get the most out of what’s in their kitchen cupboards, and this show helps us do that in an entertaining way that resonates with people.”

  • Jem Lloyd-Williams, chief executive at Mindshare UK, adds: “Brands have a unique role to play in helping to showcase and encourage the attitudes, lifestyles and behaviors which are consistent with a transition to a carbon-free world.”

Manifesto for change

  • Highlights of the summer spectacular will include a food waste manifesto TV commercial where Dr Rupy will articulate Hellmann’s mission to spread the word on food waste.

  • Produced by BBC Studios, this manifesto for change will air during each episode’s ad break alongside bespoke brand idents displayed across Channel 4’s full scheduling promotions.

  • Aside from the main course, various other bite-sized snacks will be made available in the form of clips and leftover recipes to help build momentum behind the crusade.

The need to act

  • If global food waste was considered as a country, it would rank only behind the US and China in terms of its contributions to greenhouse gas emissions.

  • It is estimated that a sixth of all grocery shopping bags and an eighth of prepared meals end up in the bin.

  • Taking responsibility for these damning statistics, Hellmann’s has set itself a target of achieving net-zero emissions by 2039. Channel 4 meanwhile is on course to be carbon net-zero by 2030.

  • Last December, Hellmann’s teamed up with Nintendo’s Animal Crossing to inspire people to make the most of Christmas leftovers.

Climate Change Brand Purpose Marketing Can Change the World

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