Hellmann’s drops designer shoe collab made from food waste

By on Friday, April 26, 2024

Hellmann’s Canada has partnered with ID.Eight, a sustainable fashion brand, to create a limited-edition sneaker collection crafted from food waste to spark conversations around conscious consumption.

Named “1352: Refreshed Sneakers”, the shoes’ name references the alarming statistic that the average Canadian household wastes $1,352 worth of groceries each year.

The shoes’ hues match Hellmann’s brand colours and are made from common food waste produce including mushrooms, corn, apples, and grapes, along with mycelium and sugarcane waste.

Canadians have the chance to win the sneakers through a prize draw, with each entry resulting in a donation equivalent to 10 meals from Hellmann’s to food waste charity Second Harvest, on top of a base donation of $25,000.

The partnership aims to raise awareness about the significant impact of food waste in Canada, where 58% of food is wasted or lost, amounting to 56.5 million tonnes of greenhouse gas emissions and nearly $50 billion in economic losses.

The 1352: Refreshed Sneakers are the latest of Hellmann’s longstanding Make Taste, Not Waste campaign, leveraging a new cultural medium to connect with a broader and younger audience.

Comments are closed.

Get the best creative brand campaigns directly to your inbox, every Friday!

Hide forever...