Hellmann’s launches “Grilltopia” burger campaign for foodservice operators

Hellmann’s has launched a campaign to “inspire operators to take their customers to burger heaven”.

As part of the “Grilltopia” campaign, Hellmann’s has released a new burger recipe guide; commissioned a survey revealing what consumers want in their “ultimate burger”; and launched a competition to find Britain’s Best Burger.

To support the campaign, Hellmann’s has also commissioned a consumer survey to see what people want in their “ultimate burger”. The research revealed that 47% want either mayonnaise or garlic mayonnaise in their ultimate burger – compared to 45% who want ketchup[OnePoll survey].

The results also showed that 45% prefer branded mayonnaise, with 52% saying Hellmann’s is their favourite brand. However, while 67% of premium burger chains use branded mayonnaise – only 41% of pubs, bars or restaurants do. Another surprising revelation was that only 12% of consumers wanted pulled pork in their ‘ultimate burger’. The most popular extras were bacon with 45%, onion rings with 35% and mushrooms with 24%.

To encourage Britain’s burger venues to bring out the best, Hellmann’s has also launched the Britain’s Best Burger competition. All operators have to do is submit their best burger recipe by July 31 2016 for their chance to win the title. They’ll also receive £10,000 of PR support to help make them famous for their burger.

Rhodri Morgan, marketing manager at Unilever Food Solutions, said: “Burgers remain the number one item on menus – but there are burgers and then there are burgers. We want to help operators take their customers to ‘Grilltopia’. To get operators involved we’ve also launched the Britain’s Best Burger competition. We’ve had some fantastic entries already but there’s still time to enter. So dig out your favourite burger recipe and enter for your chance to become famous for your burgers.”

In addition to an overall winner, the competition will also name regional winners for Scotland, North, Midlands and East, Wales, South East and South West. Each regional winner (including the overall winner) will receive £2,500 worth of PR support.

To find out more about the Grilltopia campaign – including the burger recipe guide, the survey results or the Britain’s Best Burger competition – visit www.ufs.com/grilltopia.


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