The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Creative Creative Works Ogilvy

Hellmann’s throws a shrimp on the Barbie for film tie-in billboards


By Amy Houston | Senior Reporter

July 26, 2023 | 3 min read

The mayonnaise brand is leaning into the hype around the movie with a campaign from Ogilvy.


In the UK, the ads are located within areas with large Australian communities / Ogilvy

Hellmann’s has cheekily placed a crustacean on a doll’s head on over 400 digital billboards, national newspapers and on social platforms across the UK and Australia.

It has thrown a shrimp on the Barbie. Get it? The tactical activations let viewers put two and two together.

“As a major household brand, we love engaging with our customers during moments that matter,” said Christina Bauer-Plank, global brand vice-president for Hellmann’s at Unilever. “Not only does our cheeky campaign bring us into conversations about a key cultural moment across both nations, but it also provides a nice natural link for us to remind consumers that our mayonnaise is the perfect partner to complete their barbecues this summer.”

In the UK, the ads are located within areas with large Australian communities, such as Clapham, and outside numerous cinema sites.

Juliana Paracencio, global creative director at Ogilvy, added: “Major pop culture events are a great opportunity to show up in a relevant and memorable way, so there couldn’t have been a more perfect time for us to talk about barbecues. We wanted to give people a playful but topical ad to help them make the natural connection between Hellmann’s and BBQs in a way that lasts in the consumers’ minds and drives talkability.”

Creative Creative Works Ogilvy

More from Creative

View all


Industry insights

View all
Add your own content +