Hellmann’s has launch of a £10 million ATL campaign, ‘Grilltopia’, to support its new range of BBQ & Hot sauces, and mayonnaise products.

Representing the brand’s biggest ever summer spend, the multi-media campaign is designed to drive association of the Hellmann’s mayonnaise offering and its new range of BBQ and Hot Sauces with the barbecue and grilling moment.

A first of its kind for the brand, layered across the Grilltopia campaign is a thermally reactive element, with media spend increasing on OOH, social media and VOD when the temperature spikes, ensuring that Hellmann’s sauces are front of mind when shoppers are outdoors and planning a BBQ for a hot weekend in the sunshine.

The campaign follows launch of a new range of 10 Hellmann’s premium sauces, with three innovative sub-ranges (BBQ, Hot & Spicy and Smooth & Creamy), at the end of March, offering consumers a completely unique set of multidimensional flavours.

Hannah Webb, brand manager for Hellmann’s at Unilever UK, said: “Grilltopia is the most disruptive campaign Hellmann’s has launched in recent years and we can’t wait to galvanize the nation and make Hellmann’s not only the nation’s favourite mayonnaise, but a BBQ must-have for Grillmasters everywhere.”