Ogilvy & Mather London has created a new social campaign for Hellmann’s Mayonnaise called ‘Hellmann’s Summer Hacks’. Playing off the rising consumer trend of ‘life hacks’, the campaign features bite-sized pieces of digital content designed for social media that demonstrate new and innovative ways to make summer outdoor eating even more pleasurable.
The campaign includes a selection of short film clips and images which feature ideas such as how to turn an empty Hellmann’s jar into a mobile picnic, a simple way to keep burgers warm after they are cooked and a collection of fresh and interesting recipes using Hellmann’s. The campaign also features four aspirational hero films starring a BBQ that dances to a DJ deck and a robotic 3D printer arm that creates mayonnaise selfies on burgers.
Ian Busch, Global Brand Director at Unilever said: “Hellmann’s believes that eating outdoors, be it a BBQ or picnic in the park, is one of life’s great pleasures. There is something magical that happens when you combine friends, family, sunshine and great food. But it can also come with its own challenges -bad weather, uninspiring food and finding the perfect outdoor location to name but a few. The campaign aims to provide fun and innovative solutions to those little challenges.
Andre (Dede) Laurentino, Global Executive Creative Director for Unilever at Ogilvy & Mather London, said “Hellmann’s is part of our life. And a fun part of it. This campaign has the same kind of feeling the brand has: it’s informal, inspiring and adds even more flavour to our sunny days. Life hacks meet Summer parties; what a nice recipe”.
The campaign breaks on Facebook and YouTube throughout July and August in the UK, Portugal, Poland, Denmark, Sweden, Finland and Greece, with Brazil and Argentina following in September. The UK launch is supported by branded campaign on Buzzfeed launching in July.