Cannes Lions

HELLMANN'S MAYONNAISE

OGILVYACTION, London / UNILEVER / 2007

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

A national sandwich competition.Think X Factor. Imagine the tension, the excitement, the atmosphere you could cut with a knife. Will your Hellmann’s sandwich make it through the heats, bread to bread against other sandwiches of the nation?

‘Will Your Sandwich Make It?’ was born from popular culture to bring the sandwich strategy to life.

Phase 1) recipe recruitment via door drop/DM, PR and advertising (both TV and on-line) Phase 2) usage inspiration via creation of the ‘Your Sandwich Made It’ recipe book, to engage consumers as well as provide them with every reason to make delicious sandwiches with Hellmann’s.

Outcome

- Promotion boosted growth at +5%- Over a 1% uplift in penetration- +5% uplift in sandwich occasions with Hellmann’s- Usage in over 2% of in-home and lunchbox occasionsIn terms of trial/retrial generation, the DM generated a coupon redemption rate of 15% and the door drop of 4% which collectively delivered 67, 500 new/lapsed users alone.50k recipe books free on-pack (media unsupported) were claimed with 13 days!Client was incredibly pleased with the results of this campaign and it has been upheld within Unilever as a real success story!

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