June 15, 2009 13:10 ET

Digital Marketing Agency Dashboard Launches Social Media Suite for Hellmann's to Encourage Canadians to Eat Local

Unilever's Hellmann's brand correlates online consumer activity with donation to local food resources and programs.

TORONTO, ONTARIO--(Marketwire - June 15, 2009) -

Note to Editors: There is a photo and a video associated with this press release

As part of Hellmann's Real Food Movement campaign, Dashboard has designed and developed a micro site that enables readers to become aware of the production and distribution of locally-grown foods in Canada, as well as providing tools and resources for consumers to choose local more often. Eatrealeatlocal.ca features a suite of social media applications intended to facilitate discussion amongst Canadians about ways to incorporate local food into their lives. The site utilizes blogs, Twitter feeds and Facebook Connect to encourage dialogue between individuals and organizations who take an active interest in supporting local food production and consumption. Every action taken by the audience translates into a donation on behalf of Hellmann's with a goal to reach 100,000 actions by Canadian consumers over the course of the campaign. All donations will go towards supporting local food resources and community food gardening programs run by Evergreen. (www.evergreen.ca). This is the third year that Hellmann's has supported Evergreen with their Eat Real, Eat Local campaign acting as an extension of the 2007 and 2008 Urban Gardens programs.

"With the Eat Real, Eat Local site we saw a great opportunity to facilitate dialogue within the online community and extend the reach of Hellmann's Real Food Movement. The integration of blogs, Facebook Connect and Twitter has generated a great deal of early interaction by users" says Aniesha Mohammed, Account Director at Dashboard.

In fact, during the site's first week and prior to the launch of online media, average time spent on the site exceeded 6 minutes. As anticipated, a majority of the traffic to date has been the result of the campaign's social media presence, which was designed to be the primary driver of conversations and consumer actions in support of local food.

"Dashboard is integrating social media applications in a very tactical way - to engage consumers to take action and feel part of a larger community-driven solution." says Ian Busch, Brand Building Manager - Hellmann's. "They understand you need a specific plan and objectives for social media strategies. Otherwise, you are just adding to the noise".

About Dashboard:

Established in 2000, Dashboard (www.dashboard.ca) is a leading brand communications agency specializing in innovative digital marketing solutions. Based in Toronto, Ontario, the award winning agency designs and creates digital branded environments. Delivering practical and fresh solutions to leverage digital channels for growth, Dashboard's mission is to: Think strategically. Act creatively. Be ingenious.

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