Anyone who is a gamer has certainly been through the situation of spending hours playing in front of the computer and, when hunger arrives, when opening the fridge, comes the feeling that there is nothing tasty to eat. Will it be? That’s what Hellmann’s, Unilever’s food brand in the sauces categories, is demystifying in its new “Hellmann’s Masterchat” campaign, conceived by the eBrainz agency. In activation, the brand proves that it is possible to transform “nothing more” from the refrigerator into “everything good” quickly and practically with Hellmann’s, encouraging a change in behavior in the food of this public.
To that end, Hellmann’s Masterchat will present a series of surprising lives on Twitch in partnership with major streamers to explore “JUST CHATTING” and “IN REAL LIVE” (IRL), the fastest growing gamer content categories on streaming platforms. These are contents that, although there is no gameplay involved, open a live conversation channel, through chat, between the community and your favorite streamers.
Carolina Riotto, Marketing Director of Hellmann’s Brazil, said:
“We know that gamers and streamers like practicality when it comes to eating and, with this campaign, we want to show that, with a touch of Hellmann’s, it’s possible to make a practical and delicious meal with what’s in the fridge! The purpose is to inspire this audience to avoid food waste. Our portfolio allows influencers to create different recipes and even when they think they don’t have “nothing much” in the fridge, they manage to make something “all good” with Hellmann’s!”
Hellmann’s presses the start of the Masterchat campaign by appropriating the mealtime of live streamers to show that with Hellmann’s, creativity and a little improvisation it is possible to make something delicious, along with the chat and without pausing the live. But it will not be an easy task for streamers, because Hellmann’s Masterchat has surprises all the time and the voice of the chat is in charge of the preparation, bringing a lot of originality and community participation.
The activation started on the weekend of 11/4 with Masterchat at the house of Alê The Darkness and Gabi Cattuzzo, who prepared quick sandwiches with what was available in each one’s fridge, using the variety of Hellmann’s products and transmitting all this in live on your Twitch channels, with guidance from the chat crowd, in the best IRL style. On 11/14 it will be the turn of the streamer Rakin and his community to prove that with Hellmann’s and the chat everything in the game.
But Masterchat doesn’t stop there! In the next phase, which starts on 11/10, Hellmann’s summons FURIA, one of the main E-Sports teams in Brazil, during the famous Counter-Strike: Global Offensive (CS:GO) world championship, the IEM Rio Major 2022 This time, Masterchat will take place in the kitchen of FURIA HOUSE in a sequence of lives with the main streamers of the team. They will also have to assemble quick snacks from whatever they have in the fridge, following chat orders. In addition, Hellmann’s will be present at all meals in the house, with exclusive activations.
Finally, Hellmann’s will bring together all of the campaign’s partner influencers and three more people chosen from the chat to participate in a mega-meeting broadcast live, on their channel simultaneously, directly from the Recepedia kitchen, in São Paulo. Here, chat is in charge again, challenging all influencers to assemble meals with different surprise ingredients and, of course, always reinforcing that with Hellmann’s, everything works.
Want to know more about the news? Don’t forget to follow ADNEWS on social media and stay on top of everything!
The post Hellmann’s Masterchat: brand invites streamers to innovate in the kitchen and who dictates the rules are the fans appeared first on DNEWS.
