Hellmann’s Spreads Holiday Cheer - And Soaring Sales - With a 161% Boost

Unilever partnered with Footprints AI to position Hellmann's as the preferred mayonnaise during the winter holidays, leveraging real-time audience segmentation and in-store digital activations across the nationwide Profi store network . The result? A 161% increase in sales , a 44% growth in SKU volume share , and an impressive 6.35x ROAS , spreading festive cheer and category dominance.

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Key points

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Challenge

Hellmann needs to capture end-of-year shoppers in a saturated category and convert undecided shoppers before they reach linear AI.

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Solution

• In-store media with artificial intelligence technology ensured high visibility at key moments in the purchase decision.

• Real-time audience segmentation in-store provided personalized interaction for maximum impact .

• The category conquest strategy converted mayonnaise shoppers from competing brands based on predictive analysis of purchases and shopping carts.

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Results

Sales increase of +161%: Demand more than doubled in just 15 days.
+44% growth in SKU volume share: Hellmann's took the lead in the mayonnaise category.
ROAS of 6.35x: Every euro spent generated €6.35 in incremental sales.

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