This campaign launched in the UK and multiple markets across Europe. At the time of launch branded entertainment wasn’t anything new and like most food brands, Hellmann’s content came to consumers in the form of recipes or food visuals. Consumers were increasingly exposed to repetitive, generic food visuals. Having stand out was critical when launching this campaign. So we took inspiration from lifestyle publications and trends to ensure our branded content really stood out in a sea of standard recipe videos and food imagery.

Young Adults like to share and discover entertaining content on social networks. We distributed the films on Hellmann’s Facebook and YouTube channels, supported by paid media so they got onto people’s newsfeeds. But we did more to get in front of our audiences as PR got us exposure in publishers such as Cosmopolitan, marketing blogs like The Drum, and specialist websites for 3D printing enthusiasts. In the UK, we worked with Buzzfeed to include the content in ‘summer hacks’ articles. Hellmann’s piggybacked on Buzzfeed’s popularity to be viewed and shared by more of our audience and become cooler by association.

The events, especially the ‘burger selfie van’ were received extremely well and got great traction in the media. The campaign was picked up by a number of lifestyle publications such as Cosmopolitan, Refinery 29 and Brit + Co embedding Hellmann’s into popular culture – something not achieved for the brand in a long time.

The reach of the campaign in social media was exceptional for the brand, generating 1,849,063 Facebook impressions and creating an unprompted social dialogue (including brand mentions) with both fans and non-fans. Consumers thought the content was innovative and relevant prompting them to share it.

The campaign delivered 372,241 engagements across Facebook and YouTube with a limited media support, each of the 3 content videos surpassing industry standards for engagement rates. Two of the videos achieved an engagement rate of 12% vs the industry standard of 0.33%.

Our Buzzfeed partnership also proved extremely effective as our content over indexed for 18-34 year olds by almost double.

Ultimately we really achieved our objective of reaching and engaging a younger target audience and connecting them back to Hellmann’s. By pushing the brand outside of our traditional ‘foodie’ box we proved that Hellmann’s is still very relevant today.