The Waste Auction

Agency: Ogilvy Brazil


According to the United Nations, Brazil is the 10th country that wastes more food on the planet. U$11,6 billion are wasted every year, mostly at home.

Research ordered by Hellmann’s to Opinion Box shows that 8 in 10 Brazilians affirmed they had thrown food away in the last month. The study also identified that 53% of people say they avoid scratched, dented or stained ingredients when buying or eating food at home. Hellmann’s demand the research to better understand Brazilians’ behavior towards the subject, since fighting food waste is the brand’s main cause worldwide.

In Brazil, Hellmann’s leads the "Unidos Pela Comida" (“United for Food”) project in partnership with a philantech called Infineat. Running since 2021, Unidos pela Comida has already redirected more than a thousand tons of food from industry and retail sources that would otherwise go to waste and used it to complement more than 1.6 million meals that were distributed to vulnerable people.

To raise awareness towards the real value of food, Hellmann’s created, in partnership with Ogilvy Brazil, a social experiment that took place in one of the biggest auction houses of the country.

The idea, entitled “The Waste Auction”, aimed to show the real value of every single food, consisted of auctioning a potato that was going to be thrown away, with the starting bid of R$1630,00 - the average value a Brazilian family wastes in food per year, which is more than the minimum wage at the country.

Undercover actors made the bids, while hidden cameras captured the reaction of the public. A video of the experiment was released and instantly became news on TV, social media and got people talking about the amount of money wasted every year with food that is thrown in the bin in Brazilian houses. Hellmann’s PR efforts achieved more than 90 press clips, achieving an estimated reach volume of over 26 million people.

The potato was auctioned for R$ 100,000 and 100% of the money was donated by Hellmann’s to prevent food waste. And it also helped to raise awareness about “No waste Monday”, a movement that was also created by Ogilvy Brazil for the brand after the finding that Monday is the day when Brazilians are more prone to waste food at their houses. The campaign aims to help people to re-utilize leftovers from the weekend with delicious recipes that people can find at

This professional campaign titled 'The Waste Auction' was published in Brazil in November, 2023. It was created for the brand: Unilever, by ad agency: Ogilvy Brazil. This Integrated medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 5 months ago.


Agency: Ogilvy Brazil
Marketing: Carolina Riotto, Guilherme Moraes, Kaio H. Silva
CMI: Bruna Olmos e Renata Constantini
Chief Creative Officer: Sergio Mugnaini
Executive Creative Director: Teco Cipriano
Creative Director: Danilo Dualiby
CW: Junior Silveira and Helena Passos
AD: Vinicius Maia and Tales Shibata
Head Of Clients: Denise Caruso
Account Director - Camila Camargo
Account Executive: Daiane Gois
Account Assistant: Marina Machado
Chief Strategy Officer: Thais Frazão
Strategy Director: Fernanda Neves I
Strategy Manager: Isabela Cury and Paula Lins
Strategy Supervisor: Manuela Pacífico
Strategy Assistant: Estefany Martins
Production Director: Fabiola Thomal
Production Executive: Amanda Costeski
Chief Data Officer: Viviane Sbrana
Data Research & Insights Manager: Michelle Lins
Data Research & Insights Specialist: Thiago Fatichi
Content Strategist: Augusto Oliveira
PR Ogilvy: Raphaela Brito

SAGAZ - Partner Producer: João Paulo Bertol, Luiz Maximiano, Daniel Annunziata, Silvia Sivieri, Paula Sivieri, Fabiola Vasques, Alline Blanco, João Pedro Garcia, Danilo De Souza Lopes, Tatiana Kordon, Silvia Sivieri / Paula Sivieri, Tatiane Haddad

Pós Producer - Post 203: Felipe Hassum, Mauricio Kenzo Yamasaki, Junior Xis, Camila Santana, John Branco

HEFTY - Audio: Edu Luke, Cris Botarelli, Otávio Cavalheiro, Celso Moretti, Tuco Barini e Rud Lisboa, Debora Carvalho, Amanda Froes e Thais Gazoli, Larissa Durante e Fabi Lugli

Musical Agency: Big Sync Music

Music Supervisor: Alex Menck
Music Coordination: Luiza Castro
Coordination: Bianca Silva

Music Producer: LOUD +

Director: Gustavo Garbato e Felipe Kim
Karina Amabile, Lu Fernandes, Priscila Miranda
Producer: Fabio Smeili, Bernardo Massot, Pedro Turcão, Hugo Mariutti, Rafael Kabelo, Rodrigo Scarcello, Yuri Chix e Mike Vlcek
Ends: Pedro Cortez, Ricardo Bertran, Luca Fasano, Eduardo Barbosa e Rodrigo Tedesco.
Producer: Maia Feres
Coordination: Rafael Silvestrini, Izabel Sanches, Juliana Pontes, Ana Peluzo


Director of bussines: Mariana Casadei
Head of business: Marian Ricci

Producer: Leilão
Producer Director: Marianna Sanches
Producer: Clebson Lima

Head Of Content: Marina Tomaz
Strategy: Júlia Fernandes
CM & Reacts: Taciana Farias
Art Director: Vitor Brandolt e Vanessa Locks
Operation: Lucas Valério
Business: Renata Guerra


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