Brand: Hellmann's Mayonnaise
Lead agency: Digitas Liquorice
- Announce our new price offering
- Maintain the brands well-established, premium status
- Create talkability
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 about our topics of interest – ie Budget Speech. Use these conversations to land price reduction messaging.
- Claim SOV by live tweeting during budget speech to facilitate our goals of talkability and shareability, therefore increasing brand visibility.