Contagious Campaign of the Week

Campaign of the Week /
Unilever-owned condiment brand Hellmann’s is offering people the chance to upgrade excess ketchup packets for sachets of Hellmann’s Mayonnaise.

The Hellmann’s Exchange was developed by agency Edelman UK,
Condiment brand Hellmann’s, owned by Unilever, has launched a campaign in the UK that turns an everyday surplus – excess ketchup packets – into a playful but purposeful brand experience.

For one week in April, consumers could visit 62 participating currency exchange shops across the UK to swap two ketchup sachets for one Hellmann’s mayonnaise. In a playful nod to real-world economics, each location displayed a fluctuating ketchup-to-mayo exchange rate on their currency boards, and daily updates were posted on @HellmannsUK social channels.

The Hellmann’s Exchange, developed by Edelman UK, London, taps into the cultural insight that mayonnaise is often treated as a premium condiment, sometimes even incurring an extra charge, while ketchup is readily given out in handfuls.

Speaking to Contagious about the thinking behind the campaign, Edelman global executive creative director Andrew Simon said: ‘The fact that some fast food establishments charge for [mayonnaise], while freely dispensing ketchup packs, struck as an injustice that demanded to be addressed.’

Read the full case study to see how this creative exchange reinforced the quality of Hellmann’s product. Contagious.


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