Supporting Sustainable Society while Elevating Brand Competitiveness: A Case Study of Hellmann’s Cook Clever Waste Less Campaign

Creative Advertising Program, Department of Visual Communication Design, School of Design Bina Nusantara University, Jakarta, Indonesia

^* Corresponding author: aoscario@binus.edu

Abstract

Green advertising is a powerful tool in encouraging transformation of people’s behaviour to tackle climate change issue. To pursue it, collaboration between advertising agency and client is crucial. Understandably client wants the advertisement, that need a good amount of budget allocation, elevates their brand competitiveness. Through Hellman’s Cook Clever Waste Less campaign, Mindshare agency proved that green advertisement could achieve both goals. This study analysed creative strategy behind Hellmann’s Cook Clever Waste Less campaign using HumanKind philosophy and Goal Grid method as a case study. The study found that key factors behind the success of Hellmann’s campaign are brand purpose related to environmental issue that relevant to the product, audience’s insight, and behaviour changing act (not just ads) that could be a solution for audience’s need. There are conditions that need to be achieved, preserved, avoided, and eliminated so the client and advertising agency could evolve from creating an advertisement that focuses on communicating the product’s information into green advertising that engages people in changing behaviour act. The result of this study could be used as motivation and reference for the industries to pursue green advertisement without having a distrust that it would lessen the brand competitiveness.