Hellmann's has partnered with the City of Peterborough to raise awareness about the issue of food waste. Coinciding with the 20th Anniversary of Waste Reduction Week in Canada, the new partnership will help Canadians be more resourceful with their food. As part of the campaign, half of the city's waste collection vehicles are sporting a creative message from Hellmann’s on the driver side of the vehicles. The tongue-in-cheek message provides an important educational perspective on food waste.