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Challenge

  • Steady competitor, Miracle Whip, was eroding brand share and leadership status
  • Need to get consumers excited about Hellmann’s new Real Whipped, a product developed to directly combat Miracle Whip’s advancements

Insight

  • Moms trust moms most, when it comes to products for their family

Strategies

  • Developed campaign at key, rural high schools, where Hellmann’s Real Whipped was available at nearby retailers
  • Conducted on-site sampling and sandwich-making
  • Distributed coupons to key target segments to drive retail traffic

Idea

  • Created the MVP of the Tailgate campaign, where PTA moms were organized to promote the Brand and potential usage occasions at high school campus events

What we did

Signage / Public address announcements / Print / Schedule magnets / Sampling on-sites / Check presentation / PTA Integration

55MM+

total impressions generated

160

Hellmann’s Real Whipped sampling events executed

400K+

Hellmann’s Real Whipped coupons distributed to highly targeted consumers who lived near stores that carried the new product

$100K

given back to participating schools

Contact us

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