With #JogaNoSanduíche, the brand presents original dance and music and wants to expand its presence in Brazilian consumption occasions
Hellmann’s opted for TikTok for the campaign that communicates the Squeeze line. With #JogaNoSanduíche, the brand presents original dance and music and wants to expand its presence on occasions of consumption by Brazilians, such as the habit of eating sandwiches at home, which grew by more than 40% throughout the pandemic.
“With this new campaign, we want to remind our consumers that it can also be an ingredient for other everyday moments, accompanying sandwiches prepared at home”, says Carolina Riotto, marketing director at Hellmann’s. In addition to the traditional version, the line has flavored and vegan options, ketchup and mustard.
The beginning of the initiative had a warm-up on Twitter and Instagram, with the brand asking users: “is it a snack or a sandwich?”. After more than 30,000 responses, the word “sandwich” got the better of it and entered the hashtag #JogaNoSanduíche. For the action, the brand has partners such as the creators Bruni Figueiredo Chapow and the couple Bá com Vi.
@hellmannsbr This is the song of JogaNoSanduíche, the challenge that will make your sandwiches more delicious with Hellmann’s. Use the audio and make your own! ??
