Business to business salad trend and Hellmann’s-paired recipe book for restaurant and catering decision-makers.
CHALLENGE
Hellmann’s range of mayonnaise and salad dressings is well known and used by chefs and caterers alike. UFS were wanting to add value, grow loyalty and keep the brand top of mind.
INSIGHT
The aspirational celebrity chef image is now more Harley and Hipster than Cordon Bleu and Toque Hat! The farmer’s market phenomena, farm-to-fork principles and ‘flexitarian’ preferences have made the demand for healthier and more exciting salad options more prevalent than ever. In addition, while chefs do a lot of online research to meet these changing needs, their salad offerings tend to stick to tried and trusted ingredients.
SOLUTION
We researched trending salad ingredients and recipes from across the globe to inspire chefs to think beyond the traditional and reinvent their salad options using on-trend ingredients paired with Hellmann’s Salad Dressing. The trends, recipes and pairing suggestions were rolled into a meticulously crafted and magnificently shot salad trend book called Beyond the Bowl.
RESULTS
Beyond the Bowl Salad Trends helped to position Hellmann’s as a brand at the forefront of culinary innovation and was so well received that it was repurposed by other UFS offices globally. It was awarded a sustainability certificate for employing green production methodologies.