THE WORLD’S FIRST
AWARD SHOW TO HAPPEN EXCLUSIVELY ON TIKTOK

CHALLENGE

Vegan salad dressings were historically a niche category, both due to its positioning and price. Not only were these products often too expensive for many households, veganism was suffering from negative perception in culture. When Hellmann’s, an iconic brand loved by mass audiences, launched its Vegan Dressings, it saw the opportunity to broaden the occasions and appeal of vegan salad dressings. We just had to break the stigma.

INSIGHT

Targeting only vegans would be a challenge, since only 3% of Canadians identified as vegan. In addition to the small base, the current cultural context skewed very negatively against vegans. So we decided to expand our audience through an engaging and entertaining influencer campaign. We partnered with loved and trusted influencers to give vegan food some love on their favorite food platform, through an innovative experience, to convert more fans.

IDEA

Introducing, The Vegans: the world’s first award show for vegan food, exclusively on TikTok. We partnered with vegan and non-vegan foodie creators across Canada to demonstrate the versatility of vegan cuisine using Hellmann’s Vegan Dressings. Rather than simply posting recipe videos, we integrated into TikTok’s unique platform mechanics of duets, stitches and video replies to allow creators to compete interactively to create the best vegan recipes across three categories. On veganism’s biggest night, we recreated all the classic tropes of an award show right down to the acceptance speech, or in our case, the acceptance stitch. We awarded The Best Appetizer in a Supporting Role, Best Leading Main Dish, Best Original Lunch Item and The People’s Choice – all live on TikTok. Even the critics gave us a standing ovation with a 95% positive sentiment and 27.5% growth in category share, turning vegan hate into Hellmann’s love.