Hellmann's Real Mayonnaise was voted the No 1 mayonnaise flavor in Greece! It offers many delicious and tasty products, ranging from different types of mayonnaise in salad dressings, mustard and ketchup. Let’s Barbecue Project! Solid and Hellmann’s took barbecue a step further by provoking the ultimate battle of the sexes in terms of their barbecue-ing skills and knowledge.
The goal of the campaign was to "educate" the audience about Hellmann's and the activity of barbecue in order to increase the sales and penetration of the product into our daily life.
The Let’s Barbecue project was an integrated digital campaign that included a website, a Facebook application-contest, an animation video on YouTube and 10 video recipes. The idea behind it was to make BBQ competitive and get the two genders to battle on who is the best in barbecue-ing through fun games. As always…. the women won.
The project as successful in engaging the women in an otherwise manly sport and hence they won all three battles of our competition. The website became a benchmark for Barbecue with useful content and interactive applications that won our audience. The Facebook page likers increased by more than 9,500 and the engagement went through the roof.