Hellman’s is set to launch its largest ever summer campaign after investing £10m in a push to support its new, premium range of BBQ and Hot Sauces.
Called ‘Grilltopia’ the campaign is set to break in May and aims to drive association of Hellman’s mayonnaise offering with BBQ and grilling occasions over the summer, with activity planned to run across TV, digital, out-of-home (OOH) and PR.
The new range from the Unilever-owned brand comprises four Grilling sauces, three Hot & Spicy sauces and three Smooth & Creamy sauces.
In a bid to drive consumption of the new range, each variant has been paired with a specific food, which will be highlighted on pack and instore via on shelf POS (point-of-sale) to educate shoppers on how the sauces can be used in a variety of ways, such as glaze, pour, marinade and dip.
Hellman’s claims this is a first for the category, and predicts the food pairing tactic will “explode growth and revolutionise the way consumers shop within the segment”.
Hannah Webb, brand manager for Hellmann’s, commented: “With summer fast approaching, we cannot wait to offer barbecue-lovers and grillmasters a brand new range of premium and contemporary sauces to use alongside their favourite mayonnaise. Our new range of BBQ and Hot Sauces will introduce a global palate to the UK BBQ occasion with delicious and eclectic flavours inspired by food cultures from around the world that are sure to excite British consumers and mayonnaise fans alike.”
The range will be available in retail outlets from April.