Hellmann’s is the latest winner of Ozone’s The Power of Premium Awards for a sizzling summer BBQ campaign that tapped into key seasonal moments and switched creative messaging via dynamic content optimisation when the temperature began to rise (or fall!).
Mindshare, Unilever’s agency partner for Hellmann’s, briefed Ozone to showcase the power of the premium digital environments found in our Audience Connection Platform. The brief came to us despite fierce competition for digital budgets and Unilever’s shift to a social-first strategy.
- We were briefed to reach an upmarket food and drink audience in trusted, high-quality contexts, delivering a seasonal summer BBQ campaign.
- We designed a weather-triggered dynamic creative optimisation strategy to adapt creative messaging to temperature shifts in real time.
- Timed around key BBQ moments (bank holidays, Wimbledon, Lions Tour, Women’s Euros), with geo-targeted messaging by local weather and high-impact IAB and Rising Star formats.
- The campaign exceeded benchmarks and unlocked incremental spend.
While the campaign partnership was shortlisted by members of Ozone’s senior commercial leadership team, the final decision was independently agreed upon by members of the Premium Web Advisory Council, a community of influential agency leaders and supporters of quality media.
Judges comments
“Competing against the strategic backdrop of a social-first strategy, performing to the extent that the campaign secured incremental budget is a strong indicator this campaign had real impact on sales performance.”
“Hellman’s is the winner due to dynamic triggers around weather, BBQs, relevant cultural moments, use of high impact formats and to see this reflected in the amazing results across KPIs and brand lift.”
“With increasing competition for digital budgets, showcasing the power of DCO within premium non-walled garden environments is key to programmatic budgets growing moving forward. This campaign highlights the importance of creative messaging in the right moments across quality inventory to drive real results at scale.”
Congratulations to Hellmann’s, Mindshare and the Ozoners involved in bringing this tasty partnership to life. It’s another win for premium brands delivering campaigns in premium environments.
