Hellmann’s Canada
Hellmann’s Canada leaned into trends and creators to drive consideration —resulting in a 70X increase in Pin saves YoY.
Goal
Mayo has long been a kitchen staple—and Hellmann’s Canada set out to go beyond the grocery aisle, aiming to show up where people are planning their meals and engaging in key food moments. Moments like Veganuary, the Big Game, Easter spreads, and everyday food prep.
To meet people in those planning moments, the team turned to Pinterest—a platform where food lovers actively seek out ideas and inspiration. With a fast-growing creator community and a culture driven by trends, it was the perfect place to experiment.
Hellmann’s Canada aimed to fuel culinary curiosity and drive consideration among new audiences, particularly Gen Z (ages 18–24) and men—while testing how creators could serve and inspire action across the funnel.
Strategy
To bring something fresh to the feed—and the table—Hellmann’s Canada launched a two-phase, Pinterest creator-powered push using Idea ads with paid partnership. The first phase was timed to tap into seasonal moments, where creators made plant-based recipes for Veganuary in January, and game day snacks during football’s big game in February. The second phase was to approach trends, with creators developing content aligned to what people are searching for, from Easter sides to kid-friendly lunch ideas.
Hellmann’s Canada partnered with Pinterest’s Brand Studio team to hand-pick creators and empowered them to bring their own flavour to each trend, crafting content that felt native to Pinterest’s visual-first environment and delivered timely, relevant inspiration for people on a culinary quest.
While the campaign targeted adults aged 18+, Hellmann’s Canada also wanted to reach new audiences—including Gen Z and male shoppers. They tailored the creative to reach the right audience at just the right moment, guided by Pinterest’s trend signals and search behaviours to ensure the content showed up where it mattered most.
“
Pinterest is truly the platform where we can optimize performance by working with Pinterest-first creators who are tapping into special moments and occasions. The fact that we received thousands of Pin saves truly showcases Pinners’ intent to try the recipe, and potentially convert them into Hellmann’s users.”
Harsh Pant
Senior Brand Manager, Hellmann’s Canada
Results
Hellmann’s Canada successfully engaged new audiences by pairing creator storytelling with seasonal trends and cultural moments. While the campaign targeted a broad audience, it delivered standout lifts across key brand metrics for two new segments, Gen Z and male shoppers.
Moments like Veganuary and the Big Game delivered remarkable results. Pinterest content themed around vegan eating drove a 2.6x lift in Pin recall, while Big Game creative sparked a 2.2x lift—and an additional 2x lift among male Pinners.1 Meanwhile, March Break content focused on easy kids’ lunches served up a 2.7x lift in recall.2
Gen Z audiences responded especially well, with a 14.5 point lift in action intent2—highlighting the potential of creator-led content to drive performance beyond the upper funnel.
The campaign also outperformed internal benchmarks. Compared to the previous year’s campaign, it delivered a 5x improvement in both clickthrough rate (CTR) and cost per click (CPC).3 Creator content saw significant engagement gains too—driving a 70x year-over-year increase in Saves.3 These results underscore the impact of aligning creator content with timely trends and cultural moments on Pinterest.
2X
lift in Pin recall among male Pinners during Big Game moment1
+14.5 pt
action intent among Gen Z (ages 18–24)2
70X
increase in Saves YoY for creator content vs. brand content3
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Pinterest Creators
Creators helped Hellmann’s Canada spark action across the funnel. See how Pinterest Creators can bring fresh energy, authenticity, and impact to your brand. Forge partnerships.
Pinterest Trends
From Veganuary to the Big Game, trend insights helped Hellmann’s Canada show up at just the right time. Explore how Pinterest trends turn cultural moments into creative opportunities. Tap into trends.