Hellmann’s invests in summer campaign for its barbecue sauce

Mayonnaise brand Hellmann’s has launched a “substantial” barbecue-inspired marketing campaign to support its new range of hot sauces, as well as its iconic mayonnaise products.

The £10 million being invested in the Grilltopia campaign was “the brand’s biggest ever summer spend”, the Unilever-owned brand said. The multimedia campaign, which covers TV and a considerable social investment, along with video on demand, digital, out-of-home and in-store activity, is designed to drive association of both the Hellmann’s mayonnaise offering and its new range of BBQ and hot sauces with the barbecue occasion.

In what has been described as “a first of its kind for the brand”, Grilltopia’s media spend will be directly linked to the weather: the campaign’s out-of-home, social media and video on-demand investments will increase when the temperature rises, ensuring that Hellmann’s sauces are at the front of consumers’ minds when planning for a hot weekend in the sunshine.

Accompanied by an “advertising roadblock”, which will see the brand air across both terrestrial and commercial television channels in the UK, as well as an experiential food truck tour and bespoke YouTube series, Grilltopia will run throughout the summer months.

It follows news of the range’s launch in March.

Hellmann’s brand manager Hannah Webb said: “Grilltopia is the most disruptive campaign Hellmann’s has launched in recent years and we can’t wait to galvanise the nation and make Hellmann’s not only the nation’s favourite mayonnaise, but a BBQ must-have for Grillmasters everywhere.

“Through our above-the-line campaign, our food truck and in-store activities, we hope to bring 7 million mayonnaise shoppers who don’t currently shop this segment into the category for the first time and truly accelerate category growth.”