Category: Best Use of Branded Content
Product/Service: HELLMAN'S MAYONNAISE
Agency: NEW CONTENT
Agency: OGILVY BRASIL
Date of First Appearance: Apr 21 2009 12:00AM
Entrant Company: NEW CONTENT, Sao Paolo, BRAZIL
Chief Executive Officer: Giovanni Rivetti (New Content)
Chief Creative Officer: Roberto Feres (New Content)
Chief Account Manager: Raphael Alcantara (New Content)
Head of Production: Ricardo Justus (New Content)
Creative Director: Marcelo Pascoa (New Content)
Account Manager: Marcelo Oliveira (New Content)
Chief Financial Officer: Edoardo Rivetti (New Content)
Media placement: TV Campaingn - Rede Globo De Televisão - 21 April 2009
Results and Effectiveness
Over 7 minutes of airtime and spontaneous message retention of 21% (*Data Folha research), a great repercussion in the audience, press, television, and advertising comunity. And it was all because of the mayonnaise!
This allowed Hellman’s to be present throughout the episode, with comical contributions from the show writers themselves, and so much integration with the content that the joke recurred during the entire episode and even in the episode’s name.
Insights, Strategy & the Idea
Hellman’s is the best selling mayonnaise in Brazil.
When Hellman’s released its lower calorie product in Brazil, it had to explain its functional benefits.
In Brazil, the traditional way of doing this is through testimonial endorsements in popular variety TV shows, Hellman’s decided to do something different.
Hellman's chose the biggest Brazilian network and most popular sitcom.
Globo had never done something like this, especially inside a dramaturgical content.
In a self-referential and humorous style, the product and its functional message entered the context of the show.
The Promo / PR Ad titled TOMA LÁ DA CÁ was done by Ogilvy Brasil advertising agency for product: Hellmann's Mayonnaise (brand: Hellmann's) in Brazil. It was released in the Apr 2009.