THE CHALLENGE

Faced with tough category competition, Hellmann’s was under pressure – losing share to cheaper private label mayo brands as well to alternative condiments. The brand needed an idea to reassert its superiority, show its value, and rebuild cultural and emotional relevance. The campaign needed to support the new global platform, “Bring Out the Best,” by showing how Hellmann’s can elevate everyday moments – beyond just taste. We were looking for a bold, talkable activation that championed Hellmann’s as the gold standard of mayo, reminding people why the brand is worth choosing, paying for, and loving.

THE STRATEGY

The strategy behind the Hellmann’s Exchange was to reassert brand superiority by tapping into a distinctly British frustration: an unlevel playing field. We discovered an injustice: that Brits were being charged extra for each mayo sachet while multitudes of unwanted ketchup were handed out freely at fast food outlets. Targeting value-conscious Millennials and Gen Zers, we flipped this on its head by turning a negative into a positive, using this cost disparity to remind Brits about the value of mayo, specifically Hellmann’s, positioning it as the superior condiment. By launching a real-world condiment currency exchange, we turned this everyday annoyance into a playful act of defiance – inviting Brits to “trade up” their unwanted ketchup sachets for creamy Hellmann’s mayo. It reminded the nation that Hellmann’s isn’t just a condiment – it’s the gold standard.

THE EXECUTION

Hellmann’s Exchange came to life through a nationwide activation in partnership with No1 Currency, transforming 62 currency bureaus across the UK into condiment exchange points. Consumers were invited to swap their unwanted ketchup sachets for valuable Hellmann’s mayo, with exchange rates set based on a variety of location-based factors including concentration of fast-food options and population density. To amplify reach, we partnered with local content creators known for financial and satirical content, who brought the campaign to life across social with skits, hot takes, and exchange “market” updates. Community management played a critical role, with the brand actively engaging in witty back-and-forths with fast food chains and fans, fuelling the cultural conversation. The execution blended physical activation with digital energy – rooted in real consumer behaviour and delivered with a distinctly British sense of humour – making Hellmann’s feel timely, relevant, and proudly superior.

THE OUTCOME

The results? Saucy. We successfully boosted the value of Hellmann’s on several key brand metrics: 

• +27% say Hellmann’s is the only brand they’d buy
• 68% brand favourability
• 65% feel more loyal to Hellmann’s
• 64% feel more connected to Hellmann’s
• +9pt uplift in belief that Hellmann’s is different to other condiments 

As a testament to the campaign’s success, one of the most popular exchange locations in London reported that more ketchup-for-mayo exchanges happened during the campaign launch than several other currencies. Chosen as Contagious Campaign of the Week, Hellmann’s Exchange helped establish the brand as the most coveted condiment.