Hellmann’s

In-Store Tastings

Background

Hellmann’s is a century-old international consumer brand renowned for manufacturing the world’s number 1 mayonnaise. The company produces different types of mayonnaise and salad dressings, with the emphasis on top-quality ingredients. Click here to read more about Hellmanns.

Task at hand

Hellmann’s produced a new olive mayonnaise/salad dressing and needed to successfully introduce this product onto the South African market.

Outcomes

Red Herring Studio conducted 3415 tastings for Hellmann’s at 42 Woolworths stores nationwide. This included the design and production of the promotional stand, material and promoter uniforms, as well as training of the promoters. Hellmanns’ opening stock was 1911 and by the time the tastings were concluded, there were only 693 units left. This was in spite of the fact that Woolworths was running a special on their own mayonnaise, at the same time. Due to the absolute professionalism with which these in-store promotions are conducted, Red Herring Studio is currently the only independent company that is permitted to conduct in-store promotions at any Woolworths store.