The Restaurant With No Food
Have you ever looked into a full fridge and thought “nothing to eat”?
Because of this strange habit, we throw away millions of perfectly good ingredients in the bin.
Based on Hellmann's creative platform "We're on the side of food", we came up with a tasty solution.
We opened a gourmet restaurant in São Paulo. The twist? It had no food.
Instead, we invited people to bring whatever's left in their fridge, using carrier bags we sent out with every reservation. Celebrity chefs then transformed people's forgotten ingredients into five-star meals, serving them dishes they had no idea were in their fridge, proving how Hellmann's can combine almost anything. And instead of the bill, we gave them a recipe of their meal.
50 million impressions. 200+ news reports. 8% sales increase. 2,700 ingredients saved. Endorsement by the UN World Food Programme. In the end, we made people see the food in their fridge in a whole new light.
One Show, 3 Merits (Experiential & Immersive / Branded Entertainment)
D&AD, Nomination (Direct Marketing / Ambient)
Favourite Website Awards, FWA of the Day Award 2019
From one single meme and human truth we stumbled upon....
to an integrated campaign with over 100 unique assets, we drove people to try more Hellmann's products, while saving thousands of ingredients from the kitchen bin.
Based on the success of our restaurant in Brazil, Unilever has now rolled it out across global markets, like Sweden, UK and Prague as seen below.
A few more images from our restaurant activation...