Brand & Creative Strategies
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New Blood Awards Entry: Client Brief Hellmann's Mayo
Developed a creative strategy based on a challenge given my the client brief in the D&AD New Blood awards.
THE STRATEGY
Gen Z relationship with food has changed - late night cravings are shaped by nightlife, culture & convenience. They aren't planning meals, they're chasing experiences. Yet, they still settle for uninspired, mediocre snacks because the best options aren't accessible when they need them most.
Hellmann's is perceived as old-school, household staple rather than a must have for modern food culture. It struggles to get on Gen Z radar as young consumers are associating it with past generations, 'granny's mayo' rather than current food trends.
Gen Z snacks, they treat themselves with a little treat. Hellmann's is in all of those late night cravings. In partnership with Uber(Eats) & the hidden gems food vendors of Amsterdam.
Going more in-depth with the tactics and possibilities of this campaign if integrated by Hellmann's Mayonnaise in their new strategy to attract a new consumer category.
STRATEGY: Position Hellmann’s as the Ultimate Late-Night Snack Update
INSIGHTS-DRIVEN DATA: 82% of Gen Z use snacking as a way to treat themselves. Immediate gratification drives late night cravings - mayo is in all of these cravings, but it’s overlooked. Fatty, sugary foods peak at midnight and stay high until about 4am.
Eating after a night out is a ritual, Gen Z doesn’t follow traditional meals, they snack more often.
‘When food is too good, it’s devoured’
HOW THIS WOKS? TREND ACTIVATIONS AND SOCIAL-FIRST IDEA
The solution is introducing Hellmann’s Blue Ribbon List. A one-night only curated selection of the best hidden late-night snacks. Uber and Uber eats dominate the late-night mobility food delivery.
Introduce Hellmann’s Mayo, an often overlooked, deemed ‘grandma’s bestie’ ingredient, as the delivery hotline for late-night food recommendations.
Target groups:
1. The Late-Night at Home Craver
T2. he on-the-go, ‘post-drunk’ foodie.
We take the streets in the ultimate late-night snack cab.
OUT IN THE STREETS?
Hellmann’s x Uber wrapped cars. More than a ride - a free ticket to the best late-night food vendor in town. Hellmann’s is celebrating ‘Internal Snack Day’ on March 4th, at Midnight.
POSITIONING
Hellmann’s as solution to late-night cravings, satiating foodies’ hunger. The city’s hidden gems. Not the chains. Just the city’s best-kept secrets. The metro stop stalls. The family run falafel spots. The vendors serving up the best bites for years, but never getting the hype.
The spots where the locals foodies swear by.
No drive-throughs, no basic food - only the best.
