Food Pioneers

By Ogilvy, London, UK

For Hellmann's

Winner in category Advertising

In subcategory Radio

WPPED Cream
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Project Description
Every day, all over the world, people are eating squid. It’s so delicious. Especially crisp calamari straight from the grill dunked in mayo. Which is kind of surprising really, when you take a moment to think about how horrifying a raw squid actually looks. Which means the first person to ever eat a squid must have been a very brave soul indeed. And here, Hellmann’s is paying homage to that unsung food pioneer.
Every day, all over the world, people are eating mushrooms. They go with almost anything. Even slathered with ketchup as part of a good-old English breakfast. But have you ever considered a mushroom? They’re utterly hideous. Which means the first person to ever eat a mushroom must have been a very brave soul indeed. And here, Hellmann’s is paying homage to that unsung food pioneer.
Every day, all over the world, people are eating prawns. Millions of them. Billions even. They’re delicious. Especially in a mayo-slathered prawn cocktail. But have you ever looked at a prawn? They don’t exactly scream “eat me”. Which means the first person to ever eat a prawn must have been a very brave soul indeed. And here, Hellmann’s is paying homage to that unsung food pioneer.
Agency Solution
It takes real bravery to eat the things that have never been eaten before. Skittery prawns? Yuck! Squidgy mushrooms? Bleurgh! Slimy squid? No way! But at some point, someone was the first person to eat every delicious morsel we take for granted today. And Hellmann’s believes these brave food pioneers deserve a bit of recognition. Ads ran just before mealtimes, to encourage listeners to think differently about all the wonderful food they eat today.
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