Someone who provides flavor at the right time. This is how Hellmann’s defines the “mayonesero”, the character it has created with the intention of becoming the flavor of summer in Argentina. As part of a street marketing strategy deployed to connect with consumers during this season, the brand has carried out a series of actions that seek to bring mayonnaise to the epicenter of the summer season, the beaches.

With the help of the Catch agency, Hellmann’s is reinterpreting the figure that in Spain we know as “latero”, and to which, for example, Víver Kombucha also used in 2024 to promote its drink on the beaches of Cádiz. In the mayonnaise brand’s campaign, the character does not offer cans of soda, but rather mayonnaise to complement vacationers’ meals.

The “mayonesero” has been present in the Mar del Plata region, and its function has been to approach people to add flavor to their meals through the different varieties of Hellmann’s mayonnaise. To do this, he has turned to Maxi López, a former Argentine soccer player and businessman, and a contestant in the new season of the “Masterchef” contest in the country.

This particular “mayonesero” has traveled the beaches evoking the one known in Argentina as “Coca-Colero” or “churrero”, an everyday figure, close and recognizable, naturally integrated into summer routines. With this, the brand has turned to the collective imagination to integrate into an everyday activity, without interrupting the experience and complementing it.

The strategy has included the amplification of the action on social networks, where, according to the agency, it has reached more than 9 million people, and has achieved 3% engagement. “Our focus has been on amplifying a real experience, not on imposing a message. We wanted the content to feel alive, spontaneous and summer-like.”, they comment from Catch.

The mayonnaise maker has also encouraged vacationers to come to Hellmann’s House, the stand that the brand has installed in Varese Beach in its ambition to link itself to the beaches, to summer, and to the emotions that it arouses. There the brand has offered games, experiences and contests to obtain prizes, ranging from product lots to merchandising.

The activations are part of a broader strategy focused on turning Hellmann’s into the flavor of summer, an approach that has been worked on together with the Ogilvy agency. “We know that there are two things that cannot be missed in summer: beach days and Hellmann’s to add flavor to them. And now you can find everything in the same place!”commented the brand when sharing a piece in which a packet of the brand’s mayonnaise begins its journey to the beach.