Hellmann’s Guide to Mastering the South African Braai
Creative Experiences
Integrated Media
Challenge
Hellmann’s Mayonnaise struggled to gain traction in the South African market due to its premium price point and a perception that it was not relatable to local food culture. While South Africans love mayonnaise, they often opted for more affordable, locally recognized brands. Hellmann’s needed to find a way to connect authentically with South African consumers and demonstrate its value beyond just being a high-end product.
Insight
In South Africa, the braai is more than just a way to cook—it’s a cultural institution, bringing friends and families together over flame-grilled food. However, traditional braai condiments like tomato sauce and chutney dominated the scene, leaving mayonnaise as an afterthought. Hellmann’s saw an opportunity to reposition itself as an essential part of the braai experience by showcasing how its creamy texture and rich flavor could elevate braai dishes beyond just salads and sandwiches. By tapping into this deeply ingrained tradition, Hellmann’s ran a campaign demonstrating how its mayonnaise could enhance classic braai favorites—whether used in marinades, dips, or burger toppings.
Strategic partnerships to create authenticity
Through influencer partnerships, engaging content, and interactive events, the brand successfully embedded itself into the braai culture, shifting consumer perception and making Hellmann’s a more relatable, desirable choice for South Africans..
Hellmann’s partnered with Anton Taylor, a well-loved South African content creator known for his humorous, self-aware comedic style. Anton’s ability to tap into local nuances, from exaggerated “Saffa” stereotypes to the quirks of everyday life, made him the perfect fit to reposition Hellmann’s as a brand that understands and embraces South African culture, through a series of episodes produced together, as a tongue-in-cheek look at tips for surviving South African braais.
Social competition
Influencer Collaboration: Bringing the Fusion Braai to Life
Hellmann’s teamed up with two of South Africa’s most influential food creators—Jessica Berger and Sinoyolo Sifo. Known for their passion for bold flavors and innovative cooking, they helped bring the campaign to life, inspiring home cooks to push the boundaries of braai culture.
Jessica and Sinoyolo each created their own unique fusion braai dishes, showcasing how Hellmann’s can be the secret ingredient that ties global flavors together with South African tradition. Through engaging recipe videos, behind-the-scenes content, and interactive Q&A sessions, they encouraged their audiences to get creative and enter the competition.
Their influence not only amplified the campaign’s reach but also strengthened Hellmann’s connection with food-loving South Africans.
By leveraging Anton’s unique voice and strong local following, the campaign successfully shifted perceptions, proving that Hellmann’s belongs at every braai—not just in high-end kitchens.
- +13%
Lift in brand trust
- 44M
Paid media impressions
- 800K+
Hours watched