The Hellmann’s mayonnaise campaign of eating locally has raised a lot of eyebrows. We have been researching it for the last few months and have a tough time determining our end verdict on the campaign. More on that as it evolves.
Education costs money. Well produced videos that grab peoples attention? Even more money. A 30-second video can run upwards of $100,000 and I have seen eLearning produced at a very swollen $750,000 per 45-minute lesson. There are certainly cheaper ways to do so – either way they call for a significant budget and commitment of resources.
There is little content that is specific to Canada and few organizations championing local and sustainable that have the budget to produce something that will grab peoples attention. This has led to a lack of knowledge and, even more dangerous, a lot of misinformation (i.e. “oh well that’s what happens in America, it can’t be like that here.”)
Hellmann’s has launched a 3-minute video that is beautiful, interesting and challenges us to examine local. It’s superbly animated, filled with Canadian content and a great intro for people to learn about what is happening in Canada.
A special thanks to an old friend from Vancouver (Elaine) who shared this on FaceBook. Elaine, like Dana, is a fabulous graphic designer and had to share! I am thankful she did, hope you are too.