Dive Temporary:
- Hellmann’s is empowering customers to dip their french fries in mayonnaise as a substitute of ketchup with a marketing campaign that turns ketchup packets into forex, per particulars shared with Advertising Dive.
- “Ketchup Forex” features a microsite the place customers can use the cameras on their cell units to scan their spare ketchup packets. The location makes use of machine studying to depend the packets and generate a $1 off or $2 off coupon that can be utilized on Hellmann’s Mayonnaise.
- The location will even acknowledge “secret uncommon” ketchup packets, which can win customers free mayo for a yr. Rounding out the trouble are influencer activations and out-of-home (OOH) advertisements in Chicago that may function a QR code directing customers to KetchupCurrency.com.
Dive Perception:
Hellmann’s is advocating for individuals who choose their fries with mayo however won’t be able to make their emotions identified. “Ketchup Forex” is knowledgeable by analysis indicating that one third of Individuals choose placing mayo on their fries however really feel self-conscious doing so in entrance of others.
Key to the trouble is a casino-inspired microsite that encourages customers to empty out their drawers of leftover ketchup packets in trade for a coupon that can be utilized on Hellmann’s merchandise, together with its mayo. The location makes use of multimodal machine studying to detect and depend ketchup packets, and a big language mannequin (LLM) interprets the outcomes, per launch particulars. Shoppers can rating a $1 off coupon for 1-9 packets, or a $2 off coupon for 10 or extra.
An extra step leverages optical character recognition to verify uncommon packets of ketchup that may grant customers free mayo for a yr. The activation is reside now by way of Could 25. The marketing campaign was dealt with by inventive company VML, public relations company Edelman, media company WPP Unite and influencer advertising company Village Advertising.
Together with the microsite, Hellmann’s in April will activate OOH billboards throughout Chicago close to areas the place customers are more likely to find yourself with additional ketchup packets, like sizzling canine stands and sports activities stadiums. Every advert will recommend a greater approach for customers to make use of their ketchup packets and have a QR code directing them to the microsite. The model will even unfold its message with influencers together with Ash Loves Condiments and Hayderz.
Hellmann’s has usually riffed on mayo love in its advertising, together with by way of its current Tremendous Bowl look that recreated the long-lasting deli scene from “When Harry Met Sally” that included a cameo from the Unilever model. In one other occasion, the model teamed with quarterback Will Levis for the world’s first “parfum de mayonnaise.” Hellmann’s additionally launched a “Save our Sandwiches” push final yr that allowed customers to “undertake” a mayo-filled sandwich.
Father or mother Unilever has equally regarded to spice up the profile of the mayo model with the introduction of latest flavors like Chipotle and Garlic Aioli that are supposed to entice millennial and Gen Z customers, who use much less of the condiment however are extra drawn to new varieties. Unilever noticed full-year underlying gross sales develop 4.2% in 2024. Underlying gross sales for its meals class grew 2.6% for the yr, with Hellmann’s rising forward of the class’s common, per the corporate.
