Why change behaviour when you can create it? Hellmann’s Friends of Food, a children’s cookbook, recognises the next generation of decision makers. Targeted towards parents and families with the aim of reaching children aged 5-10, the mission begins with a humble jar of Hellmann’s. Friends of Food is integrated into the family dynamic by providing fun and creative solutions on how to use food to its full potential. By identifying the most wasted family favourites, Hellmann’s has created a fantastical world full of adventure and imagination that will empower children with an important mission, to help save our planet.