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Ogilvy UK

Core disciplines: Integrated marketing

One of the Top 30 most viewed agencies for 2017

Hellman’s

Summer Hacks

Results

  • Total earned media reach through print and social coverage of 136M with no paid support
  • Key target titles reached included Cosmo, Huff Po, Brit+Co and Refinery 29
  • 225,000+ views on You Tube

The Challenge

A beloved brand with mass awareness, but it’s easy to fall off the shopping list. Our role as Hellman’s strategic and creative partners is to keep them top of mind, driving purchase frequency during their most crucial SUMMER SEASON.

Summer is a key time for picnics and BBQs. It’s vital that Hellman’s owns summer outdoor eating occasions and broadens its appeal to 18-30 year olds.

Summer Hacks

To demonstrate Hellmann’s is more than a condiment with entertaining content that reinforces the product’s beloved status. We started by recognising that outdoor eating is not formal. In fact, our research suggested it’s a rare opportunity for the usually reserved British public to be informal and have some fun. We also knew that our impatient target audience love shortcuts. Our idea was a series of Summer Hacks.

The result was a series of initiatives in the form videos and experiences showing how to have fun with food thanks to Hellman’s These included:

  • The Burger Selfie: a Hellman’s burger van that took photos of a customers and re-created their portrait in mayonnaise on their burgers – all pre-ordered via social media channels and shared post creation but pre-consumption.
  • The worlds smallest ‘burger BBQ’ – perfect for 1 burger
  • The Hellman’s jar lamp – using solar panels in the lid of Hellman’s jars to create a lantern for long summer nights.
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