category launch | event signage | integrated social media campaign | spotify integration | custom recipes | influencer support
THE CHALLENGE
When a mayonnaise brand that’s been around for over 100 years finally decided to get with the times and release a spicy mayo, we needed to drum up excitement in a unique way that ONLY Hellmann’s could pull off.
THE IDEA
If you can’t take the heat, you probably don’t stand a chance in Hell, Michigan. But good thing for the residents of the “hottest place on earth,” Hellmann’s really knows how to bring the heat…
What better place on earth to announce the arrival of Hellmann’s Spicy Mayo than at the Hell Restaurant and Saloon in Hell, Michigan. We debuted this new soon-to-be-loved flavor with town residents by adding a kick of heat to the great family-friendly menu at the Hell Saloon – from Deviled Eggs and Fiery Fries, to Chaos Quesadillas, our Spicy Mayo sure put the ”hell” back in Hellmann’s! And of course, we captured all the reactions with the help of local content creators guaranteed to make Hellmann's a helluva lot of buzz on social!
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