Finding Grilltopia, Ogilvy’s new content-led campaign for Hellmann’s, will take you on a global grilling adventure this summer. Its aim is to reinforce that Hellmann’s and barbecues go together like fire and food. The campaign will also promote the launch of two new ranges of grilling and hot sauces inspired by flavours from around the world.
An original four-part series will be available online, fronted by YouTube star and grilling fanatic, DJ BBQ. Each episode, his mission is to convince a grilling sceptic that food cooked over fire is the future. His non-grilling sceptics include renowned food critic and Twitter legend, Giles Coren, who is taken out of his posh comfort zone and transported to the cowboy farms of Brazil.
In another episode, YouTube baking favourite, Cupcake Jemma is taken to the macho world of American BBQ. An unadventurous farmer and an uninspired burger flipper are also taken on a mouth-watering journey to see if they can find ‘Grilltopia’. London, Paris, USA and Brazil form the backdrop to this grilling odyssey.
Executive Creative Director: Andre Laurentino
Creative Director: Johnny Watters, Angus George
Art Director: Chris Chance
Copywriter: Lewis Bish
Additional Credits: Managing Director: Stephane Orhan
Business Director: Alex Canthal
Account Manager: Carmen Vicente Soto
Planning Director: Brian Jensen
TV Producer: Ben Catford, Ruth Darsow
Production Agency: It Drew Itself
Director: Prokopi Constantinou, Jake Churchill
Media Agency: PHD/ Mindshare