Kinesso · Hellmann's · Argentina

Hellmann's Unveils its Formula in its DOOH Campaign with Taggify

The Unilever brand presented its different types of mayonnaise on Taggify's programmatic platform.

Hellmann's is a well-known brand of food products. It opened its doors in the heart of New York in 1913 and became the No. 1 mayonnaise brand in the world, thanks to its unparalleled taste.

THE CHALLENGE

During January and February, Hellmann's had to promote its mayonnaise varieties for the Argentinean market in outdoor advertising.

THE SOLUTION

Hellmans, partnering with Kinesso, relied on the following Taggify functionalities to position its products in Argentina.

  • Extended duration: its two-month campaign allowed it to access a greater number of impacts and exchange creatives and present different products.
  • Zonal focus: Its concentration in the Autonomous City of Buenos Aires and Greater Buenos Aires ensured that the campaign was focused and had a precise impact on the target audience that commuted to work or went shopping every day. Among some neighborhoods chosen were Palermo, Recoleta, San Nicolas, Villa Crespo, Puerto Madero, Belgrano, Caballito, Balvanera, providing magnificent zonal coverage.
  • Creativity and formats: With different creativities, it caught the attention of its target audience, as some of its mayonnaise varieties: vegan, garlic and classic alternated in different locations. This was combined with multiple display formats available on Taggify's DSP platform: big LEDs, totems and shopping displays allowed to unleash the creativity in the designs.
As a result of its campaign, Hellmann's achieved 11 million impressions, consolidating, thanks to programmatic advertising with Taggify, in a reliable option to enhance the taste of food.
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