food

Hellmann's' Global 'Grilltopia' Campaign Features Social Media Stars

Unilever’s Hellmann’s brand is launching a grilling-themed, content-driven global campaign featuring several social media stars.

The “Grilltopia” campaign will support the launch of Hellmann’s’ premium grilling and hot-sauce lines, inspired by flavors from around the world. 

The creative, from Ogilvy, includes an original four-part video series starring YouTube’s “DJ BBQ.” In each episode, he seeks to win over grilling skeptics. 

For instance, he takes food critic/Twitter personality Giles Coren to a Brazilian cowboy farm, and YouTube baking sensation “Cupcake Jemma” to a “macho” American BBQ. In other videos, a farmer and an “uninspired burger flipper” are taken to London, Paris, Brazil and the U.S. in a quest for “Grilltopia.”

advertisement

advertisement

The main “Finding Grilltopia” videos – plus some short recipe how-to segments -- are viewable on the brand’s U.K. YouTube channel

The campaign officially launches April 30 in the U.K., with a 60-second spot that is a trailer for the video series. The spot will be shown in a TV “roadblock” that will reach 25% of all U.K. adults, according to the agency. 

Online trailers will promote the Web series, and a 10-second TV and online spot will promote the launch of the new Hellmann’s grilling and hot sauces.

The campaign, which will be rolled out globally following the U.K. debut, will include social posts of images from the creative, with fans encouraged to share using #Grilltopia. 

Outdoor advertising and in-store promotions are also part of the mix.

Next story loading loading..