In 2007 Hellmann’s identified that consumers were looking to eat more real food and understood that if people knew something was made with simple, real ingredients they would feel better about eating it. As a result Hellmann’s became a champion of this Real Food Movement and made a commitment to spreading the message that Hellmann’s Mayonnaise is made from simple ingredients like: eggs, oil, and vinegar.
In 2010 Hellmann’s realized that as moms looked for more ways to feed their families Real Food, they were derailed by perceived barriers related to time, expense and fussy eaters.
Hellmann’s launched The Real Food Project, an integrated marketing effort featuring celebrity chef Bobby Flay, designed to address moms’ perceived barriers to Real Food by offering seasonally appropriate recipe solutions featuring Hellmann’s Mayonnaise.
Therealfoodproject.com served as a hub where users could engage in a fully immersive experience consisting of a 14 episode web series, recipes, games and more.
The content also lived on a branded iTV channel, and through PR leveraged the book-ability of Bobby Flay to generate awareness with events and media appearances.
The campaign was a huge success. People were really engaged with the content and Hellmann’s surpassed their benchmarks in terms of click-through-rate, interaction-rate, and time spent with each video. Most importantly, the recipes were downloaded millions of times, showing that families across the country have new ways to eat Real Food.