Hellmann’s Backyard Barbeque Brings the Magic of the Grill to Canadians across the Country

Inspired by the simple pleasures of summer, hanging outside and enjoying the magic of the grill with friends and family, Hellmann’s Canada is recreating the country’s quintessential backyard barbeque.

Introducing Hellmann’s Backyard Barbeque, a premium and personalised food experience popping up across Canada to bring together the experience of summer Canadians love to surround themselves with, special moments outside with friends and family, and a delicious barbeque.  

Travelling to festivals across the country in Toronto, Calgary, Montreal, and Vancouver, Hellmann’s Canada has partnered with hometown chefs to create locally inspired slider recipes for Canadians to sample for free. 

Toronto: 

• Festival: Shops at Don Mills – July 27  
• Local chef: Dwight Smith  

Calgary: 

• Festival: Inglewood Sunfest – July 27 
• Local chef: Connie DeSousa 

Montreal: 

• Festival: International Balloon Festival in Saint-Jean-sur-Richelieu – August 11 
• Local chef: Camilo Lapointe-Nascimento 

Vancouver: 

• Festival: Shipyards Night Market – August 23 
• Local chef: Jennifer Pallian  

In addition to the Hellmann’s Backyard Barbeque national pop-up event, this campaign also includes the following components: 

• Influencers partners with local chefs to create event recipes inspired by local flavours 
• Contest for attendees to rate the two free sliders at each event for their chance to win a grilling prize pack 
• Digital amplification of event and contest on Hellmann’s owned channels 
• Sponsored social media series with local outlets to further drive foot traffic  

Agencies involved include Edelman Canada for creative, digital, influencer, and earned media and PHD for paid media.