We took one thing off everyone’s to-do list.

The world was hit with a global pandemic and our collective world as we knew it was completely turned upside down. Hefty Tableware’s planned advertising, which encouraged gathering for parties and picnics, was no longer relevant. So, we had to take a hard look at how Hefty could step up and add value to people’s lives in the new normal – and beyond.


The Insight

Triple-duty parents need heavy-duty help.

The Opportunity

Let Hefty take one thing off their overflowing plates: the dishes.

If life has proven anything, it’s that people get busier and busier all the time. Hefty Tableware was uniquely suited to lend a helping hand amidst the chaos by doing the dishes for them — whether it be during the challenges of COVID lockdown, the frenzy of the holiday season or any other crazy busy day of the year.

The holidays require lots of planning, and you’ll find all kinds of planners on Pinterest. We met those Pinterest planners with breakthrough video pins in our 2020 campaign, touting Hefty Tableware as the solution to seemingly uncontrollable holiday chaos.

The Results

The 2020 Let Hefty Do the Dishes campaign drove record ROI and effectiveness for Hefty Tableware.