Burger Route Activation

Burger Route was created to help launch the new Hellmann’s tabletop bottle into the commercial restaurant sector by driving consumers to participating operations.

The Point

Create a nationwide burger-eating blitz.

To help Hellmann’s take a leadership position in the better burger craze, we showed operators how having Hellmann’s at hand can attract and satisfy burger-loving guests.

The Plan

Connect burger lovers with burger makers

Use social and mobile media, influencer marketing, radio placements and in-store merchandise to drive consumers to participating Burger Route locations to find amazing burgers in their neighborhood and for a chance to win prizes.

The Idea

Find your way to a great burger.

A variety of media prompted consumers to find a Burger Route location near them by visiting burgerroute.com. Then, when they visited the operation, in-store merchandise directed them to order a burger and share a pic for a chance to win prizes.

The Payoff

It wasn’t just about mayonnaise.

In addition to moving product, Burger Route moved people. By creating a path between consumers and restaurants, Burger Route invested in Hellmann’s customers, helping operators attract new traffic and ultimately build their own brands.

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