Hellmann’s is the latest brand to jump aboard the Barbie movie bandwagon with a new tongue-in-cheek campaign running across the UK, encouraging fans to BBQ with the help of some well-known Australian slang.
With Warner Bros ploughing an estimated global marketing spend of more than $150m behind the movie, naturally marketers are keen to get a slice of the action and the Unilever team is no exception.
Devised by Ogilvy and running on more than 400 digital billboards, national newspapers and on social platforms across the UK, the ad features an image of a Barbie doll with a shrimp on her head. The strapline reads: “Even better with Hellmann’s.”
Tactical activations let consumers put two-and-two together, and include ads located within large Australian communities in London, such as Clapham, and outside numerous cinema sites.
Unilever global brand vice president for Hellmann’s Christina Bauer-Plank said: “As a major household brand, we love engaging with our customers during moments that matter. 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 barbeques this summer.”
Ogilvy global creative director Juliana Paracencio said: “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 barbeques.
“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 consumer’s mind and drives talkability.”
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