Hellmann’s drives recipe inspirations with iAd campaign
By Rimma Kats
December 14, 2012
Hellmann’s is using Apple’s iAd network to introduce consumers to meals they can make using the company’s products.
The company is running the campaign within Pandora’s iPhone application. The initiative aims to drive brand awareness, and ultimately encourage sales for its mayonnaise product.
“The Hellmann's iAd campaign is well designed,” said Simon Buckingham, CEO of Appitalism, New York. “It's colorful and attractive.
“The Hellmann's campaign is mouth-watering with its large images of tasty food,” he said. “The opportunity to interact by watching an embedded video or viewing recipes is attractive as well as the other iAd feature of being able to navigate back from within the ad and close the ad unit.
“The blue brand logo of Hellmann's stand out well and is very clear against the backdrop of each of the various chicken images.”
Mr. Buckingham is not affiliated with Hellmann’s. He commented based on his expertise on the subject.
Hellmann’s did not respond to press inquiries.
The Hellmann’s iAd banner ad encourages consumers to tap on it to browse different recipes.
The ad expands and entices users to further interact with the initiative and get inspired with various recipes such as parmesan crusted chicken, apricot glazed chicken, BBQ chicken wings, beer butt chicken and Caribbean jerk chicken.
Nowadays, not many marketers take advantage of Apple’s iAd network.
However, Hellmann’s is smart to use it to drive user engagement.
Additionally, offering recipe inspirations is a smart idea and makes the ad more interactive.
Consumers are constantly on their mobile devices throughout the day.
Therefore, mobile advertising is an ideal channel for marketers to reach a vast audience.
Furthermore, Apple’s iAd network offers marketers a different experience than the go-to static banner ads.
“The only superfluous element to this campaign is the twice-repeated slogan ‘Bring Out The Best,’ which is a little hard to read when presented above the Hellmann's logo,” Mr. Buckingham said.
“Hellmann's does a good job with its mobile marketing which like the product it is marketing brings out several of the best elements of iAd,” he said.
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