Hellmann's Throws a Shrimp on the Barbie for Cheeky Movie Launch Campaign

Hellmann’s is a brand that loves to be playful and have a bit of fun. So, in a move to continue keeping consumers entertained they launched a tongue-in-cheek new campaign across the UK and Australia, encouraging fans to BBQ with the help of some well-known Australian slang.

Leaning into a major blockbuster moment across both nations this weekend, Hellmann’s cheekily placed shrimp appeared on over 400 digital billboards, national newspapers and on social platforms across the UK and Australia.

Clever tactical activations let consumers put two-and-two together, and included ads located within large Australian communities in London, such as Clapham, and outside numerous cinema sites.

“As a major household brand, we love engaging with our customers during moments that matter. Not only does our cheeky campaign bring us into conversations about a key cultural moment across both nations, but it also provides a nice natural link for us to remind consumers that our mayonnaise is the perfect partner to complete their barbeques this summer,” Christina Bauer-Plank, global brand vice president, Hellmann’s at Unilever.

“Major pop culture events are a great opportunity to show up in a relevant and memorable way so there couldn’t have been a more perfect time for us to talk about barbeques. We wanted to give people a playful but topical ad to help them make the natural connection between Hellmann’s and BBQs in a way that lasts in the consumers’ mind and drives talkability.” Juliana Paracencio, global creative director, Ogilvy.