In announcing the switch to 100% Canadian free-run eggs in its low-fat mayonnaise, Hellmann’s has embarked on a media campaign to help make consumers aware of the natural ingredients being used in their product.

As part of the ‘It’s time for real’ campaign by Ogilvy Canada with media by Mindshare, both of Toronto, RealFoodMovement.ca and social media outreach by Toronto’s Dashboard were announced this week, as well as a $100,000 Real Food Grants program. A national TV spot began airing March 15.

The application period for grants to start in-school real-food lunch programs, organize a community event or garden, for example, opened April 7 and closes June 30, 2010.

Cox says the campaign is targeted to ‘busy moms with one to three kids at home,’ and programs eligible for grants must also involve children in some way.

The brand has partnered with Food Network chef Chuck Hughes of Chuck’s Day Off to provide recipe content for the website, although the partnership does not include an official cross-promotional strategy with Food Network Canada.

‘Hellmann’s has a long history of supporting the real and local food movement,’ Hellmann’s senior brand manager Stephanie Cox tells MiC. ‘This is a natural evolution to help connect Canadians with real, simple ingredients and food. Hellmann’s commitment to real, simple, authentic ingredients will remain a focus for us.’