“Hellmann’s Mayonnaise has always been a kitchen staple. With the same spirit, Hellmann’s set out to introduce Hellmann’s Real Ketchup for all the pleasurable moments in life.”
In collaboration with IOVIA, the team at Motiv developed the site to kickstarted the Ketchup Challenge. The Ketchup Challenge was a community initiative to introduce a new product, Hellmann’s Real Ketchup. The community was incentivized to share recipes, engage with others, and have the chance of earning rewards. Additionally, the winner of the Ketchup Challenge wins $1,000 and has their recipe shared across Hellmann’s US social channels. Over the course of six weeks, with 78% active user rate, the Ketchup Challenge evolved into an on tap community resource for opinions and feedback.