Kristen Denega leads Hellmann’s Canada, where she plays an invaluable role in spearheading digital-first and purposeful creative marketing communications campaigns. Just last year, Hellmann’s Canada launched several innovative, digital campaigns which helped solidify the brand’s icon status within the industry.
To increase awareness for their latest Vegan innovations, Hellmann’s launched The Vegans, a first of its kind TikTok award show entirely dedicated to celebrating vegan cuisine. Leveraging award show tropes and a content strategy native to the platform, the campaign garnered significant reach across social and traditional media. The brand then launched Savour, a unique digital ghost kitchen experience, with a menu inspired by Canada’s most wasted food. The experience was open to residents of the GTA for a limited time only through one of the country’s leading meal delivery services. Lastly, to capitalize on a season where consumers are prone to wasting food, Hellmann’s partnered with influencers who took to ChatGPT, an emerging AI platform, to create holiday-inspired dishes using leftovers.
Hellmann’s believes food is too good to waste and is committed to helping consumers “Make Taste, Not Waste”. Over the past three years, Kristen has led Hellmann’s Canada in the war on food waste. During the pandemic when consumers were in lockdown, Kristen’s team led an integration with the popular video game “Animal Crossing: New Horizons,” which brought food waste into gaming with the ability for consumers to donate in real life. Kristen also brought new meaning to food waste by partnering with the City of Peterborough to print messaging on garbage trucks. Along with the global Hellmann’s team, Kristen launched Hellmann’s Fridge Night program, which has proven to help consumers reduce their household food waste by one third. These programs have rescued approximately 180,000 meals and donated them to Canadians in need via Second Harvest.
Kristen brings over ten years of experience in marketing at Unilever. She has worked on multiple brands across Beauty & Personal Care and Foods. Kristen has worked in brand building, innovation and marketing communications roles. She also holds a Bachelor of Commerce from Queen’s University.