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 Mayonnaise Lead agency: Digitas Liquorice Region: EMEA

Strategy

Objective

Overall Objectives:

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

Phase Objectives:

Phase 1 –

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