Hellmann's conducts hot dog cart campaign
By Rob Bale
Mayonnaise brand Hellmann’s is conducting a summer campaign in Toronto to coincide with the 2026 FIFA World Cup soccer tournament. Developed by Initiative Canada, the campaign makes use of a collection of independently-operated hot dog carts, each rebranded to promote mayonnaise as a barbecue condiment. The effort includes branded wraps, vendor-specific menu boards, awnings, umbrellas, condiment stations and point-of-sale materials, as well as a branded bottle insulator to keep the mayonnaise cool. The carts are being supported with out-of-home and connected television advertising, as well as social media content. The campaign was developed in collaboration with Makers Production.
“The tournament may have been centred around the stadium, but the fan experience wasn’t," said Chris Gairdner, vice-president of creative partnerships at Initiative Canada. “People were exploring the city, meeting friends, grabbing food and spending time outdoors. We wanted to get creative with how we show up around those real moments rather than compete inside the official footprint.”