Making Hellmann's Matter

The Restaurant with No Food

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Have you ever looked into a full fridge and thought “nothing to eat”?

Because of this common problem, millions of perfectly good ingredients end up in the bin.

To tackle this, Ogilvy and Hellmann’s opened a gourmet restaurant in São Paulo, Brazil.

The twist? It had no food.

Instead, we invited people to bring whatever’s left in their fridge. Our celebrity chefs then transformed their forgotten ingredients into five-star meals, proving how Hellmann’s can combine almost anything, while showing a wider range of uses for the product. And instead of the bill, we surprised people again with a recipe of their meal. Every dish became a recipe video, giving us an entire year’s worth of content, with MasterChef and Tastemade also joining in.

In two days alone, the restaurant generated 200+ news reports and 50 million impressions. We increased sales by 8%, and saved over 2,700 ingredients, even garnering official endorsement by the UN World Food Programme. Based on the success, Hellmann’s is rolling out the activation to other key markets across Europe this year.


Our vision is to inspire brands and people to impact the world. To create big ideas that make a significant contribution to the planet, society, and the bottom line.   We believe in today’s world this is the best way for our clients to achieve sustainable growth.   We achieve this by breaking down the barriers that restrict talent and ideas.   

Which is why our teams work fluidly across 5 capabilities: Advertising, Innovation, Experience, PR and Health.   This allows us to not only operate but innovate at the intersection of capabilities and talent.  We believe impact and magic lies at this intersection.   Ogilvy scales this by seamlessly connecting and accessing the deep cultural expertise of 132 offices in 83 countries.    

The result is multifaceted ideas for our clients that drive impact and are born from the intersection of platform x culture x technology.     

We call this Borderless Creativity.