Unilever is gearing up for barbecue weather with a raft of new Hellmann’s sauces backed by a £10m marketing push, the brand’s biggest-ever summer spend.
The range comprises three sub-ranges of four grilling sauces, three hot and spicy variants, and three smooth and creamy flavours, as the brand taps consumer demand for world flavours.
Rolling out in April, the new range of sauces - which can be used variously for dipping, marinating, pouring and glazing - takes its cues from Brazil, Japan, Australia, Mexico, Jamaica, the US and Morocco.
Each variant is priced at either £1.69 or £1.89 and is designed to be paired with a specific food, which will be highlighted to shoppers on pack and in store via on-shelf PoS.
The range’s launch will be supported by ‘Grilltopia’, a multimillion marketing campaign set to begin in May and include TV, digital, social media, PR and in-store activity, all of which will be promoting the new sauces’ association with Hellmann’s mayonnaise.
“With summer fast approaching, we cannot wait to offer barbecue lovers and grillmasters a brand new range of premium and contemporary sauces to use alongside their favourite mayonnaise,” said Hannah Webb, brand manager for Hellmann’s.
“Our new range will introduce a global palate to the UK barbecue occasion, with delicious and eclectic flavours inspired by food cultures from around the world that are sure to excite British consumers.”
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