Dynamix joins Unilever fold with work for Hellmann’s
Sydney creative agency Dynamix has launched a new campaign targeted at chefs for Hellmann’s mayonnaise.
The release marks Dynamix’s debut work for Unilever Food Solutions, a separate division of Unilever that had no bearing on the recent agency reshuffle.
The campaign sees head chefs in 2000 restaurants in Australia and New Zealand sent gift boxes, “so they can discover the quality of the brand and heritage of Hellmann’s for themselves”. The chefs also get the opportunity to win an iPad, restaurant vouchers and Noma cookbooks.
Unilever Food Solutions’ marketer Anthony Lin said: “Dynamix is new to our roster of agencies and we were extremely impressed with not only their ability to learn our brand but in the way they were able to develop strategies on how to effectively engage chefs. With this campaign they’ve not only got them talking about Hellmann’s Mayonnaise but trialling our product”.
Except they missed one minor detail.
#1 chefs make their own bloody mayo.
How many “number 1” head chefs would use a jarred mayo instead of making their own with eggs and oil? Not sure the target market is right on this one…
The market for his product is not hatted restaurants frequented by agency knobs….it’s RSLs, Pubs, 3 star and lower hotels/motels…where the rest of the Unlilever Food Solutions range sells. And No, I don’t work for the agency, I’m just smart enough to know that.
Nice looking creative
Nice work. In my very humble opinion I think that Dynamix are one to watch. I’m always impressed by their creative and they seem to be going from strength to strength.
So the target audience isn’t in fact top end michelin chef’s who prob make there own, but more good restaurants, bistros and pubs. This makes sense and the idea is solid at this level. The aspiration of being No.1, so stock the best.
Simple and stylish. Like.