<BIG TALKING POINT>
Insight:
Hellman’s turned a DIY phenomenon into a 2-in-1 kitchen staple when it launched Spicy Mayo in Q1 of 2021. But after a year on the market, the product suffered from low awareness. Based on studies conducted by the brand, when a consumer tried the product, they were sold and made it a regular part of their condiment purchases. The challenge was clear, drive greater product awareness and trial in a way that was ownable for the brand. According to the National Zero Waste Council, a third of Canadians say they throw away at least one standard size shopping bag of food per week, and what's worse - 63% of the food Canadians throw away could have been eaten. At an affordable price point, Hellmann’s Spicy Mayo can breathe new life into the unused food, reducing food waste with a deliciously rich kick of heat.
Idea:
Hellmann’s and TikTok famous chef, Wallace Wong partnered to launch SAVOUR: a weekend-long ghost kitchen restaurant featuring delicious dishes made with Hellmann’s Spicy Mayo and the most commonly wasted ingredients found in fridges across the country. This exclusive, first of its kind partnership with one of Canada’s leading food delivery services, SkipTheDishes, featured everything from Spicy Tuna Cake Lettuce Wraps and Tangy Heat Sweet Potato Fried topped with Spicy Mayo to Spicy Mayo Chicken Sandwich. Delivered within 30 minutes directly to the doors of Toronto-based consumers. Those not based in Toronto could recreate the same dishes themselves by getting trial packs of Spicy Mayo from our campaign website.
Execution:
Our campaign launched in three distinct phases to raise awareness of Spicy Mayo.
1. Tease
We launched on TikTok with a teaser video published on our head Chef Wallace Wong’s channel which announced the partnership with Hellmann’s and showcased the menu items with behind-the-scenes footage from the menu photoshoot. Two days later, Wallace went back to his TikTok channel to announce SAVOUR in his signature ASMR recipe style and shared how consumers in Toronto could order from SAVOUR exclusively from SkipTheDishes that weekend.
2. Restaurant Launch
Supported by boosted influencer content across Wallace’s social channels and SkipTheDishes owned channels including social, eCRM and push notifications targeting people in Toronto, we launched SAVOUR on Friday afternoon to capture the dinner rush. Torontonians ordered SAVOUR meals throughout the weekend and drove a 281% increase in orders for the ghost kitchen location we partnered with for the campaign.
3. Driving Trial
To ensure Canadians across the country had an opportunity to experience the revitalizing power of Spicy Mayo, we rode the buzz of SAVOUR’s launch and partnered with a stable of culinary influencers to distribute sample packs across Canada. In a series of Spicy Mayo infused recipe videos, users were encouraged to request their own sachet. The trial campaign drove over 18,000 sample sachet requests which were delivered directly to the consumers door.
RESULTS
281%
Increase in orders at virtual kitchen location during pop up
18,000+
Spicy mayo samples requested by Canadians
xxx+
views
