Hellmann’s has just launched its newest digital campaign #JogaNoSanduíche, to present its practical Squeeze line and expand its presence in the most diverse consumption occasions of Brazilians.
To tell this story, the activation #JogaNoSanduíche started with a warm-up on the brand’s Twitter and Instagram, raising the question for internet users: “is it a snack or a sandwich?”. The controversy around the topic generated more than 30,000 responses on social networks and the sandwich was the big winner.
This was the kick-off for the campaign to reach TikTok and connect with the younger audience the way he loves it: with a new hit and a “little dance” to never get out of his head. The campaign highlights the message that sandwiches taste better with Hellmann’s mayonnaise, taking advantage of the relevance of recipes and the growing public interest in gastronomy within the platform.
The habit of eating sandwiches grew significantly during the pandemic, when people began to explore more of home kitchens and try new flavors and options. This resulted in an increase of more than 40% of the occasions of consumption of the sandwich, a practical meal that brings diversity to the daily menus.
It is in this scenario that Hellmann’s identified the opportunity to expand its presence on this occasion of consumption with the new Squeeze format, perfect to accompany meals at the table. In addition to the traditional version, the complete line has flavored and vegan options, ketchup and mustard.
Carolina Riotto, marketing director at Hellmann’s, says:
“We know that Brazilians love mayonnaise and we see the product increasingly connected to large gatherings with family and friends, such as barbecues. 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. For this, we bet on a humorous and fun campaign, which talks directly to our audience, through social networks and the phenomenon of internet dances.”
Want to know more? Don’t forget to follow ADNEWS on social media and stay on top of everything!
The post Hellmann’s campaign bets on the passion for the sandwich appeared first on DNEWS.
