Hellmann's Canada is spicing things up in the brand's newest campaign to offer you some additional time for grilling.
According to a recent survey, almost 2 in 3 Canadians (64%) who grill desire an additional day for grilling. Canadians are eager to increase their outdoor time; although the official commencement of the summer grilling season is on May 1st, Hellmann's has initiated a petition to kickstart BBQs nationwide one day earlier this year. Introducing May 0, the suggested substitute for April 30.
With May 0, you can jumpstart the summer grilling season and get to May even sooner! Hellmann's Canada is calling on you to spread the word, fire up your grills, and let your friends know that BBQ season is kicking off earlier this year. Join the initiative at http://www.change.org/CanadaNeedsMay0 to trim April by a day and introduce May 0 because, let's be honest, Canada could use more May 0.
"May 0 is a new occasion that brings us one day closer to BBQ season, outdoor gatherings with friends and family, and delicious flavours," said Harsh Pant, Senior Brand Manager for Hellmann's Canada. "For Canadians, grilling is an opportunity to bring the people you care about together, and we at Hellmann's feel the same; what better way to kick start the grilling season than starting a day early." Recent data shows that if given an extra day, 73% of Canadians who grill would spend the day bringing together those they care about while 81% agree that it is an opportunity to bring these people together. This sentiment is especially true amongst Gen Z (83%) and Millennial (77%) Canadians.
The campaign uses digital amplification on Hellmann’s owned channels including a launch video and engagement polls. Influencer partners to raise awareness of the petition, plus recipe inspiration through the summer. Digital banner placements with Canada’s national news outlet, The Globe and Mail. Wildposting and OOH takeovers in high traffic areas and Hellmann’s website as a digital hub for summer grilling recipes featuring new Hellmann’s Chipotle Mayo Sauce.
Agencies behind the May 0 campaign?
- Agencies -
- Brand - Hellmann's (Unilever)
(click on the link to view the agency's Vendor Directory listing)
