Hellmann’s throws a shrimp on the Barbie for film tie-in billboards
The mayonnaise brand is leaning into the hype around the movie with a campaign from Ogilvy.
In the UK, the ads are located within areas with large Australian communities / Ogilvy
Hellmann’s has cheekily placed a crustacean on a doll’s head on over 400 digital billboards, national newspapers and on social platforms across the UK and Australia.
It has thrown a shrimp on the Barbie. Get it? The tactical activations let viewers put two and two together.
“As a major household brand, we love engaging with our customers during moments that matter,” said Christina Bauer-Plank, global brand vice-president for Hellmann’s at Unilever. “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 barbecues this summer.”
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In the UK, the ads are located within areas with large Australian communities, such as Clapham, and outside numerous cinema sites.
Juliana Paracencio, global creative director at Ogilvy, added: “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 barbecues. 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’ minds and drives talkability.”