Hellmann’s Takes a Bold Step: Transforming Ketchup into Currency to Promote Mayonnaise and Fries
Dive Brief:
Innovative Campaign: Hellmann’s is challenging the status quo of dipping condiments by encouraging consumers to opt for mayonnaise over traditional ketchup. Through a unique campaign dubbed **"Ketchup Currency,"** the brand is turning ketchup packets into a form of currency.
Smart Technology: This initiative features a user-friendly microsite where consumers can scan their leftover ketchup packets using their mobile devices. With the help of **machine learning**, the site calculates the number of packets and instantly provides a coupon for **$1 off or $2 off** Hellmann’s Mayonnaise.
Exciting Rewards: The microsite also identifies “secret rare” ketchup packets, granting consumers the chance to win **free mayonnaise for a year**. Influencer partnerships and out-of-home advertisements in Chicago are set to amplify the campaign, with QR codes directing users to KetchupCurrency.com.
Dive Insight:
Stepping up to advocate for the **mayo lovers** who keep their preference under wraps, Hellmann's is addressing a curious fact: **one-third of Americans prefer mayo over ketchup** for their fries, yet many feel embarrassed to admit it. Thus, the "Ketchup Currency" campaign serves as a clever vehicle to normalize this love for mayonnaise.
The heart of the initiative lies within a casino-inspired microsite, inviting consumers to *reclaim their forgotten ketchup packets* in return for coupons redeemable for Hellmann’s products. The site harnesses **multimodal machine learning** to detect and count packets, funneling the results through a sophisticated **large language model (LLM)**. As a result, consumers can snag a **$1 off coupon** for 1-9 packets and a **$2 off coupon** for 10 or more. Talk about a win-win!
Additional Appeals: To sweeten the deal, the activation employs **optical character recognition** to validate rare ketchup packets, rewarding lucky participants with free mayo for an entire year. Running until May 25, this dynamic campaign, developed by **VML**, **Edelman**, **WPP Unite**, and **Village Marketing**, is already gaining traction.
Strategic Out-of-Home Advertising and Influencer Partnerships
In conjunction with the microsite launch, Hellmann’s will introduce **eye-catching OOH billboards** across Chicago's bustling hubs—near food stands and sports venues—where ketchup packets often accumulate. Each advertisement features a *creative suggestion* for repurposing ketchup packets and offers a QR code linking to the microsite.
Hellmann’s is also collaborating with popular influencers, including Ash Loves Condiments and Hayderz, to spread the word and engage a broader audience.
Previous Marketing Triumphs
Hellmann’s isn’t a stranger to bold marketing maneuvers. Recall their captivating Super Bowl commercial that reimagined the iconic deli scene from *When Harry Met Sally*, featuring a memorable guest appearance from the beloved mayo brand. Additionally, their collaboration with quarterback Will Levis to create a "parfum de mayonnaise" redefined condiment marketing.
Just last year, their **"Save Our Sandwiches"** initiative invited consumers to adopt a beloved mayo-filled sandwich, demonstrating the brand’s innovative engagement strategies. With parent company Unilever promoting a variety of new flavors—such as **Chipotle** and **Garlic Aioli**—Hellmann’s is diversifying its appeal to attract discerning **Millennial and Gen Z** consumers. The brand has succeeded in this effort, enjoying a **4.2% growth in full-year underlying sales in 2024**.
In a culinary landscape often dominated by traditional preferences, Hellmann’s "Ketchup Currency" showcases the power of *creativity* and *consumer engagement*. This campaign doesn't just aim to boost sales; it champions the joy of culinary exploration. So, next time you reach for that ketchup packet, consider making a delicious switch—you just might score a coupon for your favorite mayo!
For more information, visit the official campaign site at KetchupCurrency.com.
