To activate Hellmann’s brand purpose of fighting food waste, we launched “Fridge Hunters”, a grassroots influencer campaign on Instagram and TikTok. Our goal? To save one million meals from the landfill by getting regular people to stop tossing their groceries and instead cook a meal with what they have on hand. After 100 food influencers posted their meals with #FridgeHunters, celeb chef, José Andrés was at the tippy top of this bottom-up effort and added heat to this already burning flame. Complete with microsite, brilliant PR combined with a sweepstakes, we garnered over half million earned impressions in less than a week. . .and counting!
Our challenge was to find an engaging way to launch Hellmann’s new Spicy Mayo. In order to do that, we wanted to do it in an environment where we knew being spicy was celebrated – Twitter.
Leveraging Twitter’s new A.I. ad product, Hellmann’s launched the Spicy Meter - a custom Twitter algorithm that ranked how spicy Twitter users are who engage with our Spicy Meter post based on the content they post and engage with on the platform.
Get Spicy 🌶 – Mirror what our product does for food, by spicing up our consumers’ lives through a fun Hellmann’s alter ego.
After the campaign wrapped, Twitter highlighted Hellmann’s Spicy Mayo’s use of the platform’s ad tech as a best-in-class example of social media creativity and was turned into a brand success case study by Twitter’s ad sales team.