Hellmann’s mayonnaise helps chefs create love at first bite.
Can one bite turn a walk-in into a regular?
There's something that happens in that first bite. When hunger and curiosity meet taste and emotion. We call it love at first bite. And it has the power to turn a first-time customer into a regular
Creating that perfect first bite takes the best ingredients, and we wanted chefs to know that Hellmann’s mayonnaise was the best they could get. So, we built a 360 B2B campaign for the North American market, to prove that Hellmann’s helps you create love at first bite.
The Food Truck Experiment
To prove that you can create love at first bite, 5 of Chicago’s most popular delis took to the streets to serve bite-sized portions of their signature sandwich made with Hellmann’s mayo. Not only did their customers agree that it was love at first bite, 350 of the participating customers returned to the delis a week later.
Real “Love at First Bite” Stories
We interviewed chefs and their “regulars”, and asked them to describe that first bite that kept them coming back for more, over and over again.
Going Where Chefs Are
We placed contextual outdoor posters at places where we know chefs go to buy quality fresh ingredients, reminding them not to waste the effort on a cheap mayo.
Spreading the Love to Customers
We also created customer-facing materials that chefs could place in their restaurants to get their customers to share their experiences on social media. Reinforcing our own brand in the process.
