Ogilvy Social.Lab & Hellmann’s like to take a bite out of this Happy Cheeseburger Day!

Brussels, September 18th, 2019 – Cheesy fact of the day? Today it’s Cheeseburger Day and Ogilvy Social.Lab and Hellmann’s certainly know all about that! They’ve been working hand in hand for over three years to inspire chefs around the world within the context of the ‘Burger Route’ fidelity program. Hellmann’s golden rule? To always be On the side of the chefs and together with Ogilvy Social.Lab, the American condiment brand feeds inspirational content to an audience that is usually not that receptive to advertising.

What better way to honour Cheeseburger Day than to put Hellmann’s campaigns in the spotlight! Chefs, or Operators as we like to call them, usually seem to distrust advertising. To overcome this barrier, Ogilvy Social.Lab and Hellmann’s launched a social media campaign which consisted of two phases: ‘Burger Rituals’ and ‘Burgers in 2025’. During the first phase, the target audience got to see videos on the different ways foodies enjoy their burgers, effectively inspiring Operators around the world to challenge their take on the classic burger. The second phase comprised a series of documentary style interviews filmed in 7 countries, in which chefs shared their advices and personal techniques as well as their vision on the future of burgers. The aim was to drive awareness with relevant, local and inspiring content.

In total, more than 150 social assets were created, and we managed to enter 11 markets (and still counting). Besides that, the campaign helped gain a new credibility on a global scale and a lot of chefs converted into loyal Operators. Finally, we succeeded in driving sales via product focused ads targeting and by redirecting our engaged audience directly to Amazon.