HELLMANN'SREAL KETCHUP PRODUCT LAUNCH

Hellmann’s was introducing its new ketchup and wanted to leverage its partnership with NASCAR star Dale Earnhardt Jr. to generate buzz around the launch.

The client had commissioned “man-on-the-street” footage of race fans talking about their love of ketchup, but it lacked an overarching concept and storyline. Tilt found a way to bring all the pieces together.

We mined the footage for the best human moments and created an engaging narrative with interplay between Dale Jr. and some of his biggest fans.

With access to Dale Jr. and our in-house animation capabilities, we proposed bonus content. We took Hellmann’s product launch to the track, sharing the news in a way we knew NASCAR fans would love — with celebratory burnouts.

RESULTS:

/ The campaign generated 230.6 million impressions, airing in-store at Walmart in the three weeks prior to Fourth of July weekend — a key sales period for condiments.


ClientHellmann'sServicesCreative Development
Production
Post-Production
IndustryFood

WE'RE NOT
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When we hit send on a file, it goes across town just as quickly as it goes to the next office over. Turns out we're made for telecommuting.

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