How Hellmann’s made mayo look more valuable than ketchup

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I came across a campaign recently that genuinely made me stop, smile, and say, “Well played.”

You know those random ketchup sachets we all have lying around in kitchen drawers? Hellmann’s, a condiment brand, decided to turn that into currency.

Yep, ketchup as currency.

Here’s what happened.

Hellmann’s partnered with currency exchange shops.

Not food stores. Not supermarkets. Currency exchanges.

They set up stalls in 62 participating currency exchange shops across the UK, where people could walk in and trade their unwanted ketchup sachets for sachets of Hellmann’s mayonnaise.

The rate? 2 ketchup sachets for 1 mayo.
But here’s where it gets even more clever...

Just like real currency, the exchange rate fluctuated based on supply and demand. Some days, 1 ketchup could get you a mayo.

Other days, you might need to cough up 3. The current “market rate” was updated daily on in-store boards and pushed out via @HellmannsUK’s social channels.

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Luv

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