Hellmann’s has created a web page on its web site devoted to viral TikTok recipes that use its mayonnaise as a key ingredient.
The web page went reside on October 26. It contains recipes for dishes resembling a salmon rice bowl, vegan corn “ribs,” a sriracha pesto eggs sandwich and spicy smashed potatoes. Chris Symmes, director of dressings for North America at Hellmann’s dad or mum Unilever, mentioned through electronic mail that followers can go to the web page for an area the place Hellmann’s can create and share its personal recipes, all impressed by traits shoppers love.
“TikTok viral recipes proceed to be on the forefront of social media, conventional media and tradition as a complete,” mentioned Symmes. “We’re seeing an enormous improve in search engine optimization searches for these viral TikTok recipes and as a kitchen staple.”
The web page doesn’t hyperlink to particular viral movies that impressed the recipes, however TikTok customers can discover them by looking for the recipe names on the video platform. All recipes are Hellmann’s originals and developed by the model’s kitchen staff.
Hellmann’s can also be utilizing the web page to attach with followers of its product and not-yet customers who’re impressed by cooking and open to testing merchandise. Symmes famous that many traits and conversations about meals begin on TikTok, and the platform helps manufacturers like Hellmann’s to achieve a various vary of shoppers who’re wanting to attempt new recipes and food-related merchandise and need to get their cooking content material in “snack-size bites.”
“Tapping into viral traits offers us a chance to authentically meet our shoppers the place they already are,” Symmes mentioned.
For instance, Hellmann’s not too long ago jumped into the viral butter board craze to create its personal model, a mayonnaise board, with meals stylist influencer Meg Quinn.
“We had Meg ask her followers, ‘Would you create this at house?’ and the feedback part erupted right into a polarizing dialog,” mentioned Symmes. “Tapping into traits like these enable us to attach with our viewers immediately.”
The web page can also be a part of Hellmann’s Make Style, not Waste initiative, which goals to assist folks transition in the direction of more healthy diets and to scale back the environmental influence of the worldwide meals chain.
“We’re dedicated to serving to folks cut back meals of their fridge,” mentioned Symmes. “Not solely is that this web page additionally a chance to faucet into the cultural dialog and drive trial, but in addition a chance to encourage each Hellmann’s customers and non-users to make use of up meals of their fridge by making these viral TikTok recipes with Hellmann’s Mayonnaise.”