Hellmann’s Literally Throws A Shrimp On The ‘Barbie’ To Push Mayo To Spotlight

It’s no secret that the Barbie movie has taken the advertising world by storm, with brands coming up with the most stunning displays, such as a 3D doll stepping out of a box near the Burj Khalifa in Dubai.

Mayonnaise brand Hellmann’s has joined the hype with its latest billboards, where it cheekily placed a single shrimp on the head of the iconic doll. Yes, it’s a play on the famed “putting a shrimp on the barbie” line, an expression often associated with Australian slang.

The advertisement will feature on over 400 digital billboards, national newspapers, and on social platforms across the United Kingdom and Australia.

Christina Bauer-Plank, global brand vice-president for Hellmann’s at Unilever, explained to The Drum that the campaign not only taps into “a key cultural moment” taking place worldwide but provides a link back to remind customers the brand’s mayonnaise is the “perfect partner” for summer barbecues.

Global creative director at Ogilvy, Juliana Paracencio, concurred, remarking that by using major pop culture moments, brands can tie conversations in with their products by drawing a “natural connection” that plays in consumers’ minds and “drives talkability.”

[via The Drum and Marketing Beat, images via Ogilvy]