Hellmann’s and W have created the capital’s first pop-up BBQ
When the Hellmann’s team found out that one-quarter (25.4%) of the nation had never had a BBQ, they were rightfully shocked.
With this insight, we took this as a chance to bring the grill to the people by hosting the nation’s first pop-up barbecue experience on London’s iconic Southbank over the Bank Holiday weekend. Think hot grills, loads of mayonnaise and views of St. Pauls – consumers were going to be in for a treat.
We announced the pop-up via media, asking keen participants to sign-up for a chance to win a slot via the Hellmann’s Instagram page. All they had to do was tag a few mates to bring down and the lucky city dwellers could turn into a BBQ king (or queen) for a day.
Our lucky winners had everything they needed for a summers BBQ; from burgers to bangers, every group had their every whim catered to with a sizzling selection of meaty, veggie and vegan dishes. Oh, and did we mention loads of Hellmann’s Mayonnaise!