Hellmann's Try Me Free
- Hellman's Extra Light Mayonnaise
- Try Me Free
- Promotion Period
- 01.01.2006 – 14.02.2006
Targeting the January dieters, the proposition for this campaign was ‘Hellmann's Extra Light is the lowest fat mayonnaise you can buy’. Unilever were looking for a unique and engaging way to encourage trial, so decided to have a ‘fashion’ theme running through all activity, reaching its audience through credible fashion environments.
Advertorials of up to 6 pages were used in magazines such as In Style and Marie Claire with features around diet, food and fashion. These were combined with a cashback promotion that ran on a detachable section of the advertorial. The application on this needed to be completed by the consumer and sent in along with the till receipt once a jar of Hellmann’s Extra Light had been purchased. A full refund was then returned to the consumer. The risk of the entire sales promotion was covered by Umbrella.