The little packet that could
We’ve all got them. The drawer full of ketchup packets no one quite remembers saving, but there they are—quietly multiplying like socks in a dryer. Hellmann’s looked at that drawer and didn’t just see clutter. They saw a chance to shift behavior, spark a conversation, and, in true marketing magic, turn ketchup into literal currency.
That’s how “Ketchup Currency” was born. The campaign didn’t ask people to try mayo just because it’s creamy or tastes better on fries (even if that’s true). Instead, it built a bridge from something people already had—ketchup packets—and turned them into mini trade-ins for something new. The brilliance here is that it didn’t feel like marketing. It felt like fun.
Betting big on behavior
At the heart of “Ketchup Currency” is a sneaky-smart insight: a third of Americans prefer mayo on their fries, but many feel weird admitting it. Hellmann’s didn’t shame ketchup lovers or wave a superiority flag. They leaned into what people were already doing secretly and made it feel not just okay, but celebrated.
The campaign had layers. A playful microsite used people’s phone cameras to scan their spare ketchup packets. Scan one to nine packets? You get $1 off Hellmann’s. Got ten or more? Boom—$2 off. And then there was the kicker: “rare” ketchup packets triggered free mayo for a year. Think Pokémon but condiment-based.
This campaign wasn’t just quirky for the sake of it. It was rooted in tech, user engagement, and emotional truth. And while it came with QR codes on out-of-home ads and influencer partnerships, what made it work was the core idea. It gave people something to laugh about and share. And most importantly, it gave them a reason to try mayo without the social baggage.
Ketchup currency as the new blueprint
Other brands should be paying close attention. Because this wasn’t about coupons or discounts in the traditional sense. It was about flipping behavior in a low-pressure, high-reward way. The campaign didn’t rely on a product demo or a list of health benefits. It told a story — a relatable one — and let people opt in on their own terms.
That’s what made it powerful. It didn’t interrupt people’s lives. It fit right into them.
From a marketing lens, the campaign pulled all the right levers. It used gamification, machine learning, and playful design to drive interaction. But it never felt overly polished or cold. The tone was friendly, the premise approachable, and the reward immediate.
And here’s the thing: the campaign wasn’t just clever. It worked. While Unilever’s overall food category grew 2.6% last year, Hellmann’s outperformed that average. That’s not a coincidence. That’s momentum born from connection. From turning an old habit (hoarding ketchup) into a new one (choosing mayo). That’s “Ketchup Currency” in motion.
How brands and founders can learn from this
You don’t need a global budget to do what Hellmann’s did—you just need a clear story rooted in something real. Here’s what other marketers, brands, and even solo entrepreneurs can take from this campaign:
- Start with behavior, not assumptions. Hellmann’s knew people were eating mayo with fries. They didn’t try to create a trend—they surfaced one already there.
- Use what’s already in your audience’s hands. In this case, literal ketchup packets. What does your audience already have, do, or believe in that you can build on?
- Make it low-risk and high-fun. No forms, no hoops. Just scan some packets and get rewarded. It’s easy to say yes to that.
- Let tech amplify the story, not distract from it. Yes, machine learning and LLMs were used—but only to make the experience seamless. The story still led the way.
- Speak to people like people. No jargon. No ego. Just a wink, a nudge, and a shared inside joke about fries.
By the time the campaign wraps, it’ll have collected engagement data, increased product trials, and helped soften the cultural resistance to mayo-on-fries. But more importantly, it’ll have shown that smart, human-centered marketing still has the power to surprise and connect.
Fries, mayo, and a little genius
Sometimes a marketing strategy doesn’t need a megaphone. It just needs a nudge. Hellmann’s understood that people like mayo more than they admit—and built a whole campaign that made that revelation feel cheeky, inclusive, and rewarding.
“Ketchup Currency” proves that with a little creativity and a lot of empathy, even the smallest object—like a ketchup packet—can become the launchpad for something bigger. A behavior shift. A brand moment. And maybe, a reminder that the best ideas are the ones hiding in plain sight, waiting to be turned into something special.
FAQs
1. What’s one smart way to boost engagement without hard selling?
Create something interactive or fun that feels like a game, not a pitch.
2. How do you make a campaign feel more human?
Start with a real habit or feeling your audience already has — then speak their language.
3. Can everyday items be used in digital marketing?
Absolutely — if your audience already interacts with it, you’re halfway there.