The nationwide price drop campaign makes consumers aware that Hellmann’s will now cost 37% less.

According to Digitas Liquorice, the brand initiative is based on listening to thousands of South Africans’ views via social media about recent price increases by other brands.

"We added a positive spin to the budget speech by giving consumers a financial break. We used the build up to the budget speech to create intrigue by tweeting and replying to @tito_mboweni directly, telling him that we have a little surprise for him and South Africa come budget speech day," says the team at Hellmann’s.


During the #BudgetSpeech2019, the Hellmann’s team decreased the price of their luxury product in real-time as taxes increased.

“Bringing real-time creative work to a national conversation online is an exciting space for us, and brands, to be in. Thanks to a brave client and agile creative team, we delivered a rather tasty budget speech,” says Brian Carter, executive creative director at Digitas Liquorice.

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