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Ogilvy & Mather London creates new social campaign for Hellmann's

21 July, 2014

Solar Lantern

LONDON — Ogilvy & Mather London has created a new social campaign for Hellmann’s Mayonnaise called ‘Hellmann’s Summer Hacks’. Playing off the rising consumer trend of ‘life hacks’, the campaign features bite-sized pieces of digital content designed for social media that demonstrate new and innovative ways to make summer outdoor eating even more pleasurable.

The campaign includes a selection of short film clips and images which feature ideas such as how to turn an empty Hellmann’s jar into a mobile picnic, a simple way to keep burgers warm after they are cooked and a collection of fresh and interesting recipes using Hellmann’s. The campaign also features four aspirational hero films starring a BBQ that dances to a DJ deck and a robotic 3D printer arm that creates mayonnaise selfies on burgers.

Ian Busch, Global Brand Director at Unilever said: “Hellmann’s believes that eating outdoors, be it a BBQ or picnic in the park, is one of life’s great pleasures. There is something magical that happens when you combine friends, family, sunshine and great food. But it can also come with its own challenges -bad weather, uninspiring food and finding the perfect outdoor location to name but a few. The campaign aims to provide fun and innovative solutions to those little challenges.

Andre (Dede) Laurentino, Global Executive Creative Director for Unilever at Ogilvy & Mather London, said “Hellmann’s is part of our life. And a fun part of it. This campaign has the same kind of feeling the brand has: it’s informal, inspiring and adds even more flavour to our sunny days. Life hacks meet Summer parties; what a nice recipe”.

The campaign breaks on Facebook and YouTube throughout July and August in the UK, Portugal, Poland, Denmark, Sweden, Finland and Greece, with Brazil and Argentina following in September. The UK launch is supported by branded campaign on Buzzfeed launching in July.

For further information contact:

Poppy Nagra
Group Communications
Ogilvy & Mather UK
Tel. +44 (0)7345 3314
BB. +44 (0)7956 169209

Campaign credits
Managing Partner – Mike Litwin
Business Director – James Fitzjohn
Account Executive – Carmen Vicente Soto
Project Manager – Ed Ross
Producer – Lora Brisland
Executive Creative Director – Andre Laurentino
Creative Directors – Angus George/Johnny Watters
Art Director – Chris Chance
Copy Writer – Lewis Bish
Creative Technologists – Navid Gornall
Planning –Damayanti Purkayastha/Giles Rhys-Jones


Hero Film Hacks
- Solar Lantern Jar
- Jar-BBQ
- Burger Art

Short Film Hacks
- Burger Art
- Bug proof lid
- Lemon & Lime Ice Lolly
- Prawn Burger

Moment Image Hacks
- Clean your BBQ
- Beef Case
- Plant Pot S’mores
- Spice Cocktail Shaker
- Picnic in a Jar
- Tortilla Chips

- Creamy Rice Balls
- Strawberry & Mayo Mousse
- Burger Loaf
- Mango Popping Candy Burger
- Real Cheese Burger
- Chicken, Leek & Mayo Roll
- Coconut, Chili & Lime Burger
- Coriander, Chili & Lemon Burger
- Dill & Gherkin Dip
- Pulled Chicken Burger

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