Hellmann’s No.1 Campaign

Objective:

Engage 2,000 chefs across Australia & NZ and get them to switch from competitor or scratch mayo to Hellmann’s.

Creative Solution:

Identifying that many chefs like to be considered ‘No.1’ in their kitchen and aligning this insight with the fact Hellmann’s is the biggest selling mayonnaise in the world, we developed the ‘World’s No.1’ concept. The execution presented Hellmann’s in a beautifully produced gift box, with supporting collateral and a No.1 chef’s apron. The gift box was hand delivered to chefs by trade reps, giving them a fresh conversation and enabling trial of the product.

The Result:

Increase of sales from 266k to 406k (51%). Increased sales of 153% month on month.

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