Hellmann’s BBQ Campaign Across the Baltics

BBQ season is one of the most active times of the year across the Baltics - as the weather gets warmer, grilling season begins and interest in sauces, marinades and new recipe ideas grows. We used this seasonal opportunity to create communication that not only showcased Hellmann’s products, but also made audiences want to taste them and try them in their own kitchens.

As part of the two-month campaign, we involved recipe influencers across the Baltics, who created a variety of BBQ-inspired recipes and naturally integrated Hellmann’s products into their content. But we weren’t afraid to experiment either – we also partnered with baking and dessert creators, who used Hellmann’s mayonnaise in desserts, surprising audiences with unexpected flavour combinations. The diverse content helped Hellmann’s stand out during the busy BBQ season while naturally incorporating information about the brand’s prize draw. The campaign delivered strong results and provided effective support for the prize draw communication, combining product inspiration, audience engagement and the opportunity to win.

Our responsibilities: end-to-end influencer project management - from content creator selection and communication to campaign coordination and execution.