Hellmann's DM 1 800-SANDWICH by Ogilvy & Mather New York

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1 800-SANDWICH

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Industry Sauces
Media Direct marketing
Market United States
Agency Ogilvy & Mather New York
Executive Creative Director Alison Gragnano
Creative Director Guido Boehm
Art Director Siilvina Guerreiro
Copywriter Lee Seidenberg
Production Eyepatch Production
Released February 2012

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: HELLMANN'S
Product/Service: HELLMANN'S
Agency: OGILVY NEW YORK
Executive Creative Director: Alison Gragnano (Ogilvy New York)
Group Creative Director: Debra Fried (Ogilvy New York)
Group Creative Director: Jackie Leak (Ogilvy New York)
Creative Director: Guido Boehm (Ogilvy New York)
Copywriter: Lee Seidenberg (Ogilvy New York)
Art Director: Siilvina Guerreiro (Ogilvy New York)
Director Of Moving Images/Alternative Content/Events: Lynn Roer (Eyepatch Productions)
Event Producer: Skei Saulnier (Eyepatch Productions)
Event Coordinator: Caitlyn Coady (Eyepatch Productions)
Media placement: Street Teams - Streets Of New York City - 12 February 2012
Media placement: Flyers - Streets Of New York City - 12 February 2012
Media placement: Posters - Office Building - 12 February 2012

Describe the brief/objective of the direct campaign.
Hellmann’s is the quintessential mayonnaise in America with a 100-year history. But its heritage speaks to an older nostalgic audience: we needed to attract a new younger base. Further, new players were entering the market that tempted the tastes of this new consumer and threatened the brand’s iconic status. Hellmann’s needed to avoid becoming irrelevant in this new world. We needed to remind them why Hellmann’s has been and always will be No.1.

Our objective was to break through, be topical, be part of pop culture and speak to a younger audience about the power of the only real mayonnaise.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to elevate a sandwich made with Hellmann’s to a whole different stature. So we positioned the sandwich made with real, authentic Hellmann’s as an object of desire that is the sure way to your man’s heart. We created a sandwich delivery service, 1800sandwich and launched it for Valentine’s Day. Hellmann’s used street teams, direct postcards, and posters to drive consumers to our 1800sandwich website. Users could then choose between 3 signature mouthwatering Hellmann’s sandwiches to be delivered to unsuspecting men for lunch on Valentine’s Day.

Explain why the creative execution was relevant to the product or service.
Hellmann’s is an iconic brand, but mayo is not a top of mind category. Jars languish in the back of a refrigerator for months. We wanted to provoke a younger audience to remember the sensuality of Hellmann’s. We also knew women were in desperate search of a clever, relevant way to show their affection on Valentine’s Day. The combination would prove to be an irresistible duo that would get people talking, clicking and purchasing the sandwich of their man’s fantasies.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We reached a younger, more urban audience. With a small budget and only flyers and posters, we reached approximately 1,800 people. Effectiveness exceeded expectations, we engaged 59%of the audience with 1,061 unique visits.

The strength of this campaign was in its amplification. First, the unsuspecting male receiver, but just as importantly it caused a spectacle in every office. We predict we amplified the exposure of every sandwich by at least 5 people.Traffic spiked on February 13th but we saw many unique visitors post launch. Hellmann's became a sensuous object of desire. Sandwiches sold out within 6 hours of site going live. One little sandwich had a big impact.