HELLMANN’S EXPANDS ITS BBQ OFFERING AHEAD OF SUMMER

HELLMANN’S EXPANDS ITS BBQ OFFERING AHEAD OF SUMMER

Posted 09 April, 2018 at 18:02

Author Mark Bradshaw on behalf of Pronounce Concierge Service


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Hellmann’s, the UK’s number one mayonnaise brand[1], is expanding its BBQ and Creamy sauces offering this month with the launch of three brand new variants: Hot Dog, Honey BBQ and Chilli BBQ Sauces, which have been developed to tap into the millions of BBQ occasions that happen across the UK every summer. The launch is being supported by the brand’s substantial £3million ATL campaign which includes OOH, Video On Demand and social media.

 

Hellmann’s Hot Dog Sauce is a creamy sauce with mustard and red chilli flavours that has been designed to perfectly complement sausages, which account for 27% of all BBQ food[2]. The launch follows the brand’s successful entry into the creamy sauces category last year and aims to deliver incremental growth[3].

 

Hellmann’s Chilli BBQ Sauce and Hellmann’s Honey BBQ Sauce are based on the popular flavour profiles of honey and chilli, which are growing year-on-year[4]. The two new variants tap into the rise of ‘sweet and heat’ food trends and are the ideal sauce accompaniment to summer dishes.

 

Jon Walbancke, Brand Building Director at Unilever UK and Ireland, comments: “The BBQ season is a key growth opportunity for Hellmann’s as consumer demand for sauces increases, with shoppers looking for ways to ‘pep up’ summertime meals. These new additions have been created to perfectly complement foods that are popular during barbecue and summer outdoor eating occasions. 16% of current Hellmann’s shoppers buy into multiple barbecue flavours[5], so by expanding our range in this category, retailers can really capitalise on the sales opportunity this presents.

 

“Barbecue occasions are triggered by heat, bank holidays and special occasions, making these prime times to ensure shelves are stocked with exciting BBQ brands. With the World Cup kicking off in June 2018, we are expecting to see a significant uplift in sales as people use it as the perfect excuse to get together and barbecue.”

 

From May through to September, Hellmann’s will be supporting its BBQ range with a £3million ATL campaign, which includes thermally activated OOH activity. In hot conditions, the weather responsive advertising will be displayed in key locations across the UK, pushing Hellmann’s to the front of consumers’ minds as they plan for outdoor BBQ occasions.

 

Hellmann’s creamy and barbecue sauce range has undergone a complete packaging refresh for 2018, to reflect the brand’s deli-inspired look and feel. To align with the wider range, new Hellmann’s Hot Dog Sauce, Chilli BBQ Sauce and Honey BBQ Sauce are all available in a squeezy bottle format.

 

Hellmann’s Hot Dog Sauce has an RRP of £1.89*

Hellmann’s Chilli BBQ Sauce and Hellmann’s Honey BBQ Sauce have an RRP of £1.29*

 

*Pricing at sole discretion of retailers

 

[1] Nielsen sales data MAT 28.01.17

[2] Kantar Worldpanel Usage IH/CO Consumption – Barbecued Occasions 52 w/e 18 Jun 2017

[3] Creamy sauces is delivering 25% incremental value growth in the BBQ category, with Hellmann’s as the number one driver of this growth

[4] Honey +35%, Chilli +21% - Kantar world panel data

[5] Kantar Worldpanel usage HCO consumption 52 w/e 16 June 2017

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