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HeyHuman

Core disciplines: Branded content, Experiential marketing, Integrated marketing, Social



THE KEY BEHAVIOUR

Get the UK’s ‘Grillmasters’ to make
Hellmann’s part of their BBQ kit.



KEY BARRIER & COMPARISON

Key barrier: Hellmann’s is a mayonnaise brand,
it doesn’t have a clear role in BBQ.

Key comparison: Jack Daniels using its BBQ sauces
as a proof point of their BBQ credentials.



THE CREATIVE IDEA

In a media first, we created 6 second BBQ hacks to run on Twitter
as a ‘Twitter Moment’, giving people tips and tricks on how to take
their BBQ to the next level exactly when they need them.



THE RESULTS

19.2 MILLION Impressions in one day,
2.2m over benchmark.

4.39% Engagement rate 124% higher than
Unilever average (1.96%).

10% Growth in followers on Twitter overnight.

Growing association between Hellmanns & BBQ.

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