Starting in November, Hellmann’s, in partnership with SBT, brings a new attraction to morning TV: the reality show “The Best Mayonnaise Salad in Brazil”, part of the Chega Mais program. Dedicated to one of the most popular dishes in the country, the program premieres this Friday, November 8th, and seeks to choose the family with the best mayonnaise salad recipe, a tradition at Sunday lunches and Brazilian celebrations.
With six episodes, the reality show will bring together 10 participants representing their families, who will compete for the title, R$10,000 in prizes and a year of free Hellmann’s. In each episode, two families will share their stories and compete by presenting different versions of mayonnaise salad, with recipes that range from traditional to unusual, such as potato mayonnaise, chicken, fruit and even cachaça.
The evaluation will be made by a team of judges, who will consider presentation, flavor and creativity. In the final episode, the public will watch a retrospective of the winning families and the end of the program, with the recognition of the best mayonnaise salad in the country. Regina Volpato presents the reality show, which will feature chefs Aline Guedes, Guilherme Doná and Diego Assalve (Receitas de Pai) as guest judges.
“Entertainment is already a territory in which we have been strongly active, so we also decided to bring to this universe the connection that consumers have with mayonnaise salad at family lunches, which is the central theme of our new campaign. Therefore, we created content that made sense to prolong this conversation, in a fun and creative way, placing different versions of this traditional dish in the prominent place it deserves”, declares Carolina Riotto, marketing director for Unilever’s food category in Brazil.
“Furthermore, the reality show is not only for those who are on the program showing all their culinary skills, but also for the viewer, who will see themselves represented there by so many different recipes and Brazilian family stories”, adds Riotto.
“This reality show consolidates the partnership between SBT and Hellmann’s in an innovative and authentic format, which celebrates such an iconic cuisine present in the lives of Brazilians. We combine our expertise in entertainment with the trust of a leading brand in the segment, creating a platform to connect consumers and value the emotional relationship that Brazilians have with mayonnaise salad”, says Vicente Varela, director of Commercial Operations and Market Intelligence at SBT.
The reality show is one of the actions that is part of the campaign “With Hellmann’s, Sunday is all good”, launched by the brand in October. In it, Hellmann’s draws a parallel between this historical and cultural combination, Sunday lunches and mayonnaise salads, and reinforces its presence for many years as an indispensable and irresistible ingredient in this dish and on this occasion, making it all good.
The campaign was launched with a video that brings together characters with “Domingos” in their name or surname and who are the true experts of that day. In it, the brand shows different mayonnaise salad recipes that accompany Sundays in different regions of Brazil, and something that doesn’t change between them: they all use the flavor and creaminess of Hellmann’s. The public can learn about these stories in detail here and through the brand’s TV and social networks. In addition to the reality show and the film, the “With Hellmann’s, Sunday is all good” campaign will also bring an unmissable promotion until the end of the year with exclusive prizes and its own content and in partnership with influencers on the brand’s official Facebook profiles ( @hellmannsbrasil) and Instagram (@hellmannsbr). Communications also include media on search platforms, marketplaces and out of home.
