Hellmann’s USA. Turning leftovers into the main event.

Americans throw out roughly a third of the food they buy. Hellmann’s wanted to do something about that, without sliding into guilt-trip territory or earnest dinner-table lectures.

The brief: build a US web and social campaign around #MakeTasteNotWaste that reframes the half-onion and the last quarter of the rotisserie chicken as the start of a meal worth making, with a jar of mayo doing a lot of the heavy lifting.

I wrote the campaign landing page, the social copy across the different platforms, and a run of leftover-led recipes.