Hellmann's Mayonnaise: Delicious surprise

Hellmann's Mayonnaise, a mayonnaise brand, successfully communicated its price drop by live tweeting its incremental decrease during the South African Finance Minister's budget speech.

Campaign details

Brand: Hellmann's MayonnaiseLead agency: Digitas LiquoriceRegion: EMEA

Strategy

Objective

Overall Objectives:

  • Announce our new price offering
  • Maintain the brands well-established, premium status
  • Create talkability

Phase Objectives:

Phase 1 – Teaser

  • Targeting existing audience / consumers who have engaged with the brand who have expressed the sentiment that the price of Hellmann's is too high.
  • Strive to drive curiosity, desire and demand.
  • Tease upcoming announcement under the guise of #deliciousSurprise
  • Create awareness and curiosity about our plans in-line with the budget speech.

Phase 2 – Engagement

  • Announce price drop by tactically engaging users talking...

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