Brief 4: Hellman's Wonky Vegetable Food Truck

After discussing our idea amongst ourselves and others, our strongest idea seemed to be the food truck idea for a number of reasons; it both makes use of food that would typically be wasted, whilst also educating customers and hopefully inspiring them to go home and do this themselves.

We further discussed this idea and developed it further..

This idea we felt was hitting the demographic we wanted to be that students through to adults. We thought because of this the locations that the truck visits would be also important, e.g. food festivals, festivals, universities and potentially other justified destinations. The food truck itself would be a service (a format that is specified within the brief as an option).

The idea behind this campaign we feel follows inline with how Hellmans want to be percieved to the public through their brand values and attitudes towards food. On one of their webpages they mention that..

"To us, taste is everything – it’s the reason Hellmann’s exists – everything we make is designed to make food taste better."

"We don’t have anything against awesome food pics (we take awesome food pics ourselves). We just believe the greatest pleasure you can get from food comes from how it tastes."

This emphasises our reason for trying to reduce food waste by using wonky produce because as long as this 'imperfect' food tastes equally as good as the percieved 'ideal' food, it follows inline with what they feel is important within food; it's taste.

This idea falls inline with some of their current brand missions, for example with their ketchup:

"About 13% of all tomato crops are thrown away, simply because they aren’t red enough to go into ketchup."

"That’s why we’ve made a special ketchup that uses red and green tomatoes."
Hellman's aren't ones for waste, hence why their tomato ketchup uses tomatoes regardless if they aren't red enough which ultimately reduces food waste of tomatoes.

Possibilities with the idea:

- Opportunity for there to be guest chef recipes; recipes created by famous chefs that would be displayed on the menu. An opportunity for chefs to promote a good cause and also bring about more awareness of the campaign as a whole.

- Playful copy for the campaign's visual identity e.g. Get Wonky. Using terminology that would often appeal to a younger audience. This could work great within a social media campaign, encourage people to post pictures of their food whether bought/ made from scratch with the hashtag #getwonky.

- For the visuals we could manually hand craft vegetables out of clay, paper etc. without putting too much of an emphasis on making them look perfect; adding to this wonky look.

- The food truck could potentially tour the country, with a tracker on the website showing where it will visit next. This would create anticipation and hopefully hype around the trucks presence wherever it might; furthering the audience reached with the campaign.

Thoughts on things needed within the campaign (collateral, brand indentity etc.):

Branding of the campaign

Art direction for posters 

Colours

Packaging of the food

Design of the truck

Menu design

Funky/ punny names for the food e.g. Disco Stew?

Vouchers?

Recipe of the day?