Brief Task: Hellmann’s is an established brand but not in the field of ketchups. Prepare a consumer promotion for sales support according to the positioning of HELLMANN’S. Goal: Motivate consumers to prefer HELLMANN’S Ketchups in their purchase. Growth of sales, market share and penetration. Mandatories: Simply mechanism applicable in all trade channels.

Idea Spit it out! (in double meaning: “Express yourself!” or “Squeeze the ketchup!”): Buy HELLMANN’S ketchups, send SMS and play every week for 2,222 T-shirts & T-shirt colours, with which you can design your own T-shirt. This activation is directed to children because the target group is defined as families with children. The SMS principle was chosen to be as playful as activation and accessible to children. Prizes: Set of a T-shirt + T-shirt colour to design your own T-shirt (Be creative, spit it out!)

Results The objectives were achieved. Sales went up 134% in comparison with last year; market share grew 8.7% (FM´05) to 10.8% (ON´05). The response rate (number of unique SMS received/number of promo packs produced) was 8.27%.