Hellmann's Canada this summer began a web campaign at EatRealEatLocal.ca that's educating the public about the global nature of food production, while encouraging Canadians to buy local. The website begins with this great piece of creative produced by Crush Inc.; agency for the campaign was Ogilvy, Toronto.

Below the video on the website, is a call to action "I'm convinced - Take Action Now", which leads us to a 4-step process:

1. Commit to Real Food - Landing page for action with info on how spreading the word and site interaction options will add to the 100,000 actions goal, at which point Hellmann's will donate $25,000 to Evergreen, to "support local food sources and growing local foods through community food gardening." As of this article's writing, there are 99,518 actions taken.
2. Eat Seasonally - Select a Canadian province on an interactive map to find the local and seasonal fruits, vegetables, meats, and poultry closest to the user.
3. Get Your Grocer on Board - A short petition form to carry more Canadian foods sent to the grocer you enter, along with your name and email based on what province you choose. Map indicates how many petitions were sent to each province.
4. Create with Local Food - "Suggest your own variations of great Hellmann's recipes using your local ingredients."

The campaign also includes a blog called Latest Talk which includes info about the issues at hand, in addition to a Twitter account @eatrealeatlocal.

But it doesn't just end there. The effort also extends to Hellmann's Canada site, where the "Real Food" page cross-promotes the campaign, and the "Gardens" page provides an educational interactive gardening experience customized on where you live, what type of garden it would be, and how large it would be. Based on this info, the application provides you with the types of plants possible, information about them (general, planting, soil, tips & tricks), and the option to plant them in your garden.

Overall, a great campaign. While brand historians will note that it's an American brand (Best Foods in the west, Hellmann's in the east), we'll just say it's North American.