Fridge blankness is a problem we all suffer from at one time or another. And it contributes to the average American family of 4 wasting $1,600 of food every year.
Hellmann’s Mayo is on a mission to end food waste, and they needed a way to open people's eyes to the problem.
So, to prove there’s more in your fridge than you think, we put something inside a fridge that we knew people would hate to waste.
To shine a light on the problem and to prove that we’re all guilty of fridge blankness, we placed fridges across New York City and on social media in plain sight for everyone to see.
The fridges were filled with the most commonly wasted food ingredients and one special ingredient. A grand prize of $1,600, ready to be claimed by anyone who saw it.
The fridges were in plain sight for one week and were seen by millions.
And yet…
No one claimed the prize.
Even though we proved that everyone experiences fridge blankness and that food waste is a problem we need to solve, we did not let the prize go to waste.
When no one claimed the money, we donated it to a local food shelter.