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From the 15th Annual Shorty Awards

Spicy Meter 🌶

Entered in Twitter


Our challenge was to find an engaging way to launch Hellmann’s new Spicy Mayo. In order to do that, we wanted to do it in an environment where we knew being spicy was celebrated – Twitter.


Leveraging Twitter’s new A.I. ad product, Hellmann’s launched the Spicy Meter - a custom Twitter algorithm that ranked how spicy Twitter users are who engage with our Spicy Meter post based on the content they post and engage with on the platform. 


Tactical Objectives: 

Brand Conversation 

Social engagement (likes, comments, shares, views) 


Campaign Objectives: 

Grow HHP (Primary) 

Grow Market Share  (Secondary) 


Strategy and Execution

These past few years have been pretty bland for all of us - the Pandemic forced us all to strip away most, if not all the joys of life. Life during quarantine and the early months of ‘the new normal’ was a far cry from the exciting lives we used to life before COVID. Let’s be real, many of us lost our zest for life.  


“I’ve lately felt like my life has been so bland. It’s mostly the same [things] every day. How can I mix things up?” 


Quote Source: Reddit 



Spicy Mayo transforms the ordinary to a sauced-up dish loaded with flavor excitement. So let’s help Americans spice up their lives with Hellmann’s new Spicy Mayo. 


Creative idea: 

Get Spicy 🌶  – Mirror what our product does for food, by spicing up our consumers’ lives through a fun Hellmann’s alter ego.


Activation Summary:


This activation was a unique, engaging, and fun idea to spice up Twitter (more than it already is!) by tapping into new A.I. capabilities with our custom-built algorithm in partnership with the Twitter Business Solutions and Ad Tech teams. Hellmann’s was one of the first brands to jump on the opportunity and bring to life Twitter’s new adtech product in a creative and memorable way that drove powerful engagement metrics and sales for Spicy Mayo’s debut.  


Spicy Meter 🌶 was the hero campaign element representing 42% of the campaign’s paid media support, resulting in not just stellar social engagement, but powerful sales numbers.  


After the campaign wrapped, Twitter highlighted Hellmann’s Spicy Mayo’s use of the platform’s ad tech as a best-in-class example of social media creativity and was turned into a brand success case study by Twitter’s ad sales team.



Tactical Objectives: 



Campaign Sales Results: 


Bonus Wins:


Entrant Company / Organization Name

Wunderman Thompson North America, Hellmann’s Mayonnaise


Entry Credits