Hellmann’s Spicy Mayo had launched in 2021 in an already crowded category. We had to re-introduce our product to Canadians and drive trial in order to convince them that ours was the product that deserved to be in their fridges. Hellmann’s Spicy Mayo had launched in 2021 in an already crowded category. We had to re-introduce our product to Canadians and drive trial in order to convince them that ours was the product that deserved to be in their fridges.
To make a splash with our new Spicy Mayo, we paired with the hottest dish.
In restaurants, in homes and on social, spicy chicken sandwiches were having a huge moment. They were racking up millions of views on TikTok and were a top-trending dish for the year. So, Hellmann's tapped into Canadians' cravings and made it easier than ever to order, indulge, and make their spicy chicken sandwiches with our new Spicy Mayo.
We went to the source of Canadians’ food inspo, cravings, and behaviours: their phones. In partnership with TikTok, the home of spicy chicken love, and SkipTheDishes, Canada's top food-delivery app, we created a Spicy Mayo experience that took audiences from inspiration to indulgence.
We collaborated with TikTok famous chef, Wallace Wong, to launch SAVOUR: a deliver-only weekend-long pop-up restaurant featuring Hellmann’s Spicy Mayo spicy chicken sandwiches.
This exclusive, first-of-its-kind partnership with one of SkipTheDishes delivered delicious meals directly to the doors of Toronto-based consumers. Audiences outside Toronto could recreate the same dishes themselves by getting trial packs of Spicy Mayo from our campaign website.
We built a physical and digital ecosystem across three distinct phases to raise awareness, accelerate trial, and inspire ongoing adoption of Spicy Mayo:
1. Awareness
First, we needed to capture attention. We released a teaser video on Chef Wallace Wong's TikTok channel announcing the partnership with Hellmann’s and showcasing FoodTok-inspired Spicy Mayo dishes, including our hero Spicy Mayo Chicken Sandwich.
From there, we wanted the product to speak for itself. We followed up with a thumb-stopping, eye-catching, and ear-pleasing ASMR recipe style TikTok to announce SAVOUR. Chef Wong urged Torontonians to discover Hellmann's Spicy Mayo dishes exclusively from SkipTheDishes that weekend.
2. Trial
Heading into the weekend, we launched SAVOUR with the support of our online ecosystem. Skip the Dishes alerted their network through social, eCRM, and push notifications reaching phones across Toronto. On social, Chef Wallace engaged with Canadians, inviting them to order a savoury spicy mayo meal for dinner and through the weekend.
3. Adoption
To ensure Canadians across the country had an opportunity to satisfy their cravings with Spicy Mayo, we rode the buzz of SAVOUR’s launch and partnered with a stable of culinary influencers on TikTok and Instagram to distribute sample packs across Canada. In a series of Spicy Mayo infused recipe videos, users were encouraged to request their own sachet. The trial campaign drove over 18,000 sample sachet requests which were delivered directly to consumers' door.
Canadians loved the pop-up, and though it was only one weekend, we saw lasting results. SkipTheDishes said it was "one of the most innovative brand marketing partnerships of 2022" and our new Spicy Mayo became the fastest-growing spicy mayonnaise in Canada.
