The Smart Jar

HELLMANN'S

22 Mar

Can a jar of mayonnaise be smart? For #foodwasteactionweek 2023, Hellmann's launched the Smart Jar that tells you if your fridge is set at the right temperature to keep food fresher for longer. Our partner, WRAP, states fridges set too warm is a major contributor to the 4.5 million tonnes of perfectly good food that goes to waste in UK homes every year.

The special edition Smart Jar has a label designed by illustrator Ellen Porteous and is printed with thermochromic ink. When the fridge is set to below 5° C, the design changes to reveal a hidden layer of whimsical graphics and messages that indicate that the fridge is at the perfect temperature.

A nationwide multi-channel campaign that partners with influencers across TikTok and Instagram using the smart jar as the catalyst for conversation. It’s a-mayo-zing what a jar of Hellmann’s (with the help of some temperature sensitive ink) can do to make taste, not waste.