Situation: Hellmann's, despite its strong market position in mayonnaise, faced challenges in expanding its reach beyond traditional kitchen recipes and capturing the attention of younger consumers.

Brief: The brand aimed to revitalize its image, associate itself with more consumption occasions, and become the preferred mayonnaise with squeeze packaging for Generations Y and Z.

Objectives:

• Increase sales of the squeeze line.

• Boost overall sales during a typically slow period for the mayonnaise market.

• Achieve high brand association with the NBA in brand lift studies.

Media Insight: Gen Y & Z are increasingly seeking personalized and shareable experiences that reflect their unique tastes,

NBA viewers are highly engaged with the game and often snack while watching (up to 79%), particularly during key moments or during commercial breaks. This insight presents an opportunity for Hellmann´s to associate their squeeze products with these high-engagement moments and connect with a captive audience.

"Hellmann's H Hour"

In Brazil, the term "H Hour" signifies the defining moment in a particular situation, akin to the crucial "clutch time" in sports. This concept resonated perfectly with the dynamic nature of basketball, where a single moment can dramatically alter the outcome of a match.

Furthermore, the "H Hour" concept held an even deeper significance in the Brazilian context. Notably, the top three mayonnaise brands in the country all begin with the letter "H." This creative insight allowed Hellmann's to differentiate itself from its competitors and claim ownership of the letter "H" in the minds of consumers.

Beyond its role in our creative communication, the "H Hour" concept also manifested as a branded moment during games. It served as a platform to showcase the most remarkable play of each game, further solidifying Hellmann's association with the sport and its fans.

We knew we had to approach younger people, as they are the main consumers of flavored mayo and the new squeeze package, but as the #1 mayo in Brazil, we also needed to guarantee high coverage in a large target.

The NBA was the perfect fit, with over 46 million fans, and 60% between 18 to 49, we had the ideal platform to connect with Y and Z generations. With that in mind, we approached the target through mainstream media, to guarantee high coverage, but also in targeted projects, deeply involved with the NBA universe, such as content creation around special events like the NBA Draft or the All-Star Weekend, which appeals to hardcore NBA fans.

We approached this campaign with the intention displaying Hellmann’s as a supporter of the NBA and as a part of the conversation, but mostly as the perfect dressing to enjoy while eating snacks.

The campaign's launch was during the All-Star Game in February, an event that captivates the attention of NBA fans. This strategic timing set the stage for a 360º campaign.

Sponsorships across all official broadcasting channels in ESPN and Prime Video, ensuring maximum visibility for the brand during live game broadcasts. A robust digital campaign complemented these sponsorships, with a focus on social media and video content to generate awareness.

To further amplify the campaign's reach, promotional efforts were implemented, offering NBA-branded prizes, that not only generated buzz, but also facilitated data collection for future campaigns.

Hellmann's presence was felt at the NBA House, an event organized by the league during the playoffs, where brand activation initiatives provided an immersive experience for attendees. Innovative collaborations were forged, including recording branded episodes of Brazil's largest podcast inside the NBA House and partnering with Prime Video to create the first-ever full mouth broadcast.

Media Results: More than 320MM impressions and 116MM complete video views on digital media and 380 GRPs aired in TV by market (South and Southeast regions of Brazil) Brand Lift Results: We accomplished excellent brand association results, with Hellmann's increasing 20 points in comparison with the exposed group, and Heinz, our main competitor, decreasing to 7% brand association. Besides that, internal data from Amazon Prime Video shows that Hellmann's was the most associated brand with the NBA amongst all sponsors. Business Results: +72% growth in squeeze sales (Q2-23 vs Q2-22), achieving the second place in the squeeze segment for the first time in history. Hellmann's gained 11.2 points of market share and the mayonnaise market presented growth in a period of traditional retraction, indicating the creation of a new seasonality for the category, +25% in value (Q2-23 vs Q2-22).