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Hellmann's
Firing Up to Recruit a New Audience

RAN IN: United Kingdom

CLIENT
Unilever

Joanna Allen (Global Brand VP)
Alexandra Decaudain (Global Brand Manager)

AGENCY
Ogilvy & Mather *Lead Agency

Amelia Priddis (Senior Planner)
Alex Canthal (Business Director)
Carmen Vicente Soto (Account Manager)
Lewis Bish (Copy Writer )
Chris Chance (Art Director)
Angus George (Creative Director)
Johnny Watters (Creative Director)
Andre Laurentino (Executive Creative Director)


PHD (United Kingdom)


SUMMARY

Hellmann's faced a daunting challenge: To future-proof the business and drive higher relevance through the launch of a new product range, targeted to a new audience. We supported the product launch with an original four-part web-series fronted by YouTube star and grilling fanatic, DJ BBQ and inspired our Millennial audience to grill with Hellmann's through our recipe videos and posts. The campaign grew penetration by 4.4% within the first 12 weeks of launch, bringing a total of 183,000 new shoppers into the total table sauces category within this short period.  

CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT;INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);Video Skins/Bugs;MOBILE/TABLET;Display Ad (Mobile/Tablet);OOH;Billboard;Transit;Other (OOH);PACKAGING;PR;RETAIL EXPERIENCE;POP;SALES PROMOTION;SOCIAL MEDIA;TV;Spots (TV)

Audience: Young Men (20-35)

Objectives: Men;Women

Type: Business to Consumer

Classification: National

Language: English