Pain points / Hellmann’s explains that the insight behind the work is that ketchup packets are often given away in handfuls while mayonnaise is routinely charged extra for by restaurants. Andrew Simon, global executive creative director at Edelman, told Contagious, ‘The fact that some fast food establishments charge for it [mayonnaise], while freely dispensing ketchup packs, struck as an injustice that demanded to be addressed.’
Although having a similar mechanic to the UK campaign, the insight behind the US Ketchup Currency work is quite different – with the brand stating that although a third of Americans prefer fries with mayonnaise, they are reluctant to ask for in front of others due to feeling self-conscious. But in both instances, Hellmann’s has identified a tension point that prevents its products being in the hands of those who want it.
Hellmann’s has addressed the problem of its mayo not being readily given away by fast food chains before. In 2023, it found a Mayo McHack for people that wanted mayo from McDonald’s despite the QSR chain not offering it as a side sauce – people just had to order a Chicken Burger, minus the chicken, bun and lettuce, leaving a blob of mayo in their burger box.
Top of the food chain / While the mechanic of the Hellmann’s Exchange campaign is designed to generate a short-term salience and consideration spike for its mayo, the determination of getting mayo into the hands of people who want it is a bold category flex that reinforces Hellmann’s as the undeniable market leader. (The Grocer reported in 2023 that Hellmann’s had a presence in 28 million households across the UK and owned 51.5% of the market share – making the brand the clear authority on mayonnaise.)
Jamie Cordwell, global executive creative director at Edelman, told Contagious, ‘By enabling the nation to trade in their unwanted, freely given ketchup sachets for Hellmann’s mayonnaise, we showed how they were trading up to the best sauce available. The #MayoExchange is a cheeky flex with a serious message – if you’re going to lead a category, you may as well do it with a wink, a dollop of rebellion, and a whole lot of taste.’
The Hellmann’s Exchange campaign is a great example of our Creative Exchange tactic in action – a sampling strategy where instead of handing something over for free, consumers are asked to offer something up in exchange. A key reason why the creative exchange strategy can be so effective is that within the trade, the quality or desirability of a product is reinforced. As with the case of Hellmann’s campaigns mentioned, consumers having to relinquish two ketchup packets to receive just one mayo sachet in the UK or showing the worth of ketchup packets in mayo vouchers in the US.
