Goals and objectives
Hellmann’s partnered with BBC Good Food to align their products with key summer events and occasions. Their goal was to further establish their products as the prominent choice for popular summer recipes. Hellmann’s sought to leverage BBC Good Food’s highly engaged audiences and trusted brand voice by their products as an essential ingredient for popular summer recipes on the BBC Good Food site. The overarching objective for this partnership was to reinforce brand consideration during key seasonal moments, increase consumer engagement, and to overall encourage them to purchase Hellmann’s products.
The campaign aimed to integrate Hellmann’s into BBC Good Food through an engaging content partnership, including sponsored recipes and social media amplification to showcase the use of Hellmann’s products across high-ranking BBC Good Food recipes. Key performance indicators were established to measure the success of the partnership and ultimately increase product sales during the summer/BBQ season for the brand. By aligning Hellmann’s with BBC Good Food’s most loved summer recipes and their trusted culinary expertise, this partnership aimed to create a memorable and integrated experience for the brand.