As cricket fever grips the nation with the upcoming World Cup, Hellmann’s, in collaboration with Edelman India and SOCIAL, introduces ‘Mood Burgers’. These special burgers are crafted to enhance the match-viewing experience, using insights from a Certified Mind-Body Eating Coach and Health Coach, Ridhi Golechha.

 

Menu Options: The limited-edition menu offers three distinct burgers, available in both vegetarian and non-vegetarian versions, to cater to different moods and match moments.

 

The Unique Burger Varieties

1. Get Charged Up:

  1. Ingredients: Chicken and eggs or beetroot and quinoa.
  2. Purpose: This burger is designed to boost energy levels, helping fans stay active and charged up during the most intense matches.

2. Eyes on the Prize:

  1. Ingredients: Tuna or chickpeas, with flax and sesame seeds.
  2. Purpose: This option helps fans stay focused and attentive, perfect for those crucial moments when full concentration is needed.

3. Drop the Jitter:

  1. Ingredients: Meat or plant-based meat and avocado.
  2. Purpose: This burger provides essential fats and iron, helping fans stay calm and composed, ensuring a steady mood throughout the game.

Commitment to Quality and Enjoyment

Priyanka Ganguly's Insight:

  • Statement: Priyanka Ganguly, head of foods at Unilever Foods Solution India, emphasizes Hellmann’s dedication to delivering top-quality eating experiences. The 'Mood Burgers' are crafted to enhance the cricket season’s excitement, available at 53 SOCIAL outlets across India.

Ashutosh Munshi on Innovation:

  • Perspective: Ashutosh Munshi from Edelman highlights the innovative approach to creating 'Mood Burgers' that resonate with cricket fans, offering more than just a tasty meal but a mood-enhancing experience.

Creative Campaign and Marketing Strategy

Ashish Pathak's Vision:

  • Creative Approach: Ashish Pathak, executive creative director at Edelman India, describes how the collaboration with a Mind-Body Eating Coach led to the creation of 'Mood Burgers'. This initiative goes beyond traditional marketing, offering fans a fun and interactive way to engage with the brand.

Campaign Elements:

  • Integrated Marketing: The campaign includes a digital ad film, media engagement, offline experiences, and elements to drive earned attention, all centered around the delicious and mood-enhancing 'Mood Burgers'.

How to Enjoy Mood Burgers

Availability and Ordering:

  • Locations: Fans can enjoy Hellmann’s Mood Burgers at SOCIAL outlets nationwide from June 5-30, 2024.
  • Delivery: Available for delivery via Swiggy or Zomato starting June 6, 2024.