Weber Shandwick's challenge was to bring Hellmann's Mayonnaise into the mix of everyday culinary conversation and culture. We made it our mission to turn Cinco De Mayo into…#CincoDeMAYO – a celebration of all things mayonnaise! And, of course, we invited the entire internet to join in the fun.
Our objectives were twofold: use fun, unexpected humor to get people talking about Hellmann's, then drive that audience to Tex-Mex recipes featuring Hellmann's Mayonnaise.
Driving new usage was crucial. We determined that #CincoDeMAYO could educate consumers about mayo's unexpected use as a culinary ingredient.
To drive conversation, we tweeted day and night on May 5th, using the hashtag #CincoDeMAYO. We created custom artwork In real time, regularly driving followers to delicious Tex-Mex recipes featuring Hellmann's. To help with Hispanic outreach, we teamed with celebrity chef Aarón Sánchez to promote Hellmann's recipes.
And to propagate the #CincoDeMAYO hashtag, we engaged with fans, other big brands (including Jimmy John's, Heinz and Seamless), and celebrities like Mario Lopez, George Takei and John Hodgman.
Through a combination of paid, earned and owned, our one-day social activation generated nearly 4,000 engagements in one day.
Our biggest win: driving to recipes and usage. In addition to sharing Tex-Mex recipes with a massive new audience, the campaign drew notice from writers at Digiday, The Rubin Report, Business Insider, and Mashable.
Finally, we dovetailed #CincoDeMAYO directly into our "Summer Burger" campaign, taking advantage of our newfound attention to promote Hellmann's next great program.
We developed a campaign to bring Hellmann's Mayonnaise into the mix of everyday culinary conversation and culture by truly owning an iconic holiday. We made it our mission to turn Cinco De Mayo into…#CincoDeMAYO – a celebration of all things mayonnaise! And, of course, we invited the entire internet to join in the on the fiesta.
Our objectives were to own the #CincoDeMayo conversation as the one and only "mayo" and to drive conversation back to food - especially Mexican and Tex-Mex styled food made with Hellmann's (which is not a common use case). Since driving new usage was crucial, we determined that #CincoDeMAYO could educate consumers about mayo's unexpected use as a culinary ingredient.
To drive conversation, we tweeted day and night on May 5th, using the hashtag #CincoDeMAYO. We fuelled the conversation with custom artwork and light-hearted condiment humor, regularly driving followers to delicious Tex-Mex recipes featuring Hellmann's. Engaging with fans and big brands like Jimmy John's, Heinz and Seamless, helped spread the love. We mixed it up with some old & new celebrity friends, like Mario Lopez, George Takei and John Hodgman. Old friend Chef Aarón Sánchez also helped to promote Hellmann's recipes. Before long, even the media wanted a taste. And #CincodeMAYO consumers ate up our delicious mayo-made dishes.
It's easy to have a funny brand presence. It's also easy for a brand to be entirely promotional over social. But it's hard do both. With the #CincoDeMAYO campaign, we made people laugh, and spread the idea that mayonnaise isn't just a condiment - it's an unexpected culinary ingredient.
Through a combination of paid, earned and owned, our social activation generated an astounding 3,818 engagements in one day. Our biggest win: driving to recipes and usage. In addition to sharing Tex-Mex recipes with a massive new audience, the campaign drew notice from writers at Digiday, The Rubin Report, Business Insider, and Mashable. This activation also allowed us to open up the conversation to a broader audience with humor, party recipes, and our interactions with influencers and celebs.
The Hellmann's #CincoDeMAYO campaign deserves an award because it threads the needle of being both funny and product focused.
We did what every product dreams of: creating and highlighting new uses. We even got Mario Lopez's attention. Not a bad day's work.
