Hellman's tactical response to Barbie-mania plus...5 more brilliant brand reactions.
A snapshot look at a trending campaign with a curated pick of past campaigns that use a similar creative approach in some way.
Hellmann's launched a playful campaign in the UK and Australia, using Australian slang and a blockbuster visual pun to encourage fans to throw "a shrimp on the Barbie".
The 400+ billboards, newspapers, and social media posts were strategically placed in London's Australian hotspots plus near cinema sites in both countries with the goal being to engage customers in a fun pop culturally relevant way that their mayo is the perfect BBQ partner this summer. Job done!
Plus 5 more brilliant brand reaction campaigns;
Breaded Cars | KFC Spain | PS21 | 2022
Give Spaniards the chance to earn some Free KFC if they write the KFC logo on cars covered in ‘breaded’ dust from a storm.
Calling All Emilys | Duolingo | BETC | 2022
Give all Emilys living in Paris a free trial of Duolingo to learn French.
That Look From Popeyes | Popeyes | Gut | 2021
Turn Beyonce’s fashion line into a big earner for Popeyes.
Very Gay Raptor | Ford | VMLY&R | 2021
Reveal a rainbow and glittery gold-wrapped truck that joined Pride Day celebrations in strong rebuttal to an internet troll.
Vote For MeAL | Lidl | BBDO Belgium | 2019
Turn political posters into Lidal adverts to take advantage of election time.