Edelman India and Hellmann's create 'Mood Burgers' for cricket fans

The limited-edition menu will be available in three options with both vegetarian and non-vegetarian variants.

As the nation gears up for the World Cup, Hellmann's is elevating the match viewing experience for cricket fans with a unique 360 campaign, conceptualised and executed by Edelman India to launch Hellmann's ‘Mood Burgers’ in partnership with SOCIAL. ‘Mood Burgers’ are specifically designed with intel from a Certified Mind-Body Eating Coach, Counselling Psychologist and Integrative Health Coach, Ridhi Golechha, to get people in the match-ready mood through carefully chosen ingredients.

The limited-edition menu will be available in three options with both vegetarian and non-vegetarian variants. The 'Get Charged Up' burger is a protein-packed blend of chicken and eggs or beetroot, and quinoa to help fans charge up during those critical matches. Stay focused with the ‘Eyes on the Prize’ burger, consisting of tuna or chickpeas, flax and sesame seeds, who are the right partners when you are all ‘eyes and ears’ to the most exciting moments of the match. Relax and refuel with the 'Drop the Jitter' burger made using meat or plant-based meat, and avocado, which delivers essential fats and iron for a calm, steady mood.

Priyanka Ganguly, head, foods and Unilever Foods Solution India, said, “Fueled by our passion for culinary excellence, Hellmann’s is committed to elevating the eating experience with our signature mayonnaise known for its rich flavour and extra creamy taste. Recognising India's deep-seated love for cricket, we've partnered with SOCIAL to introduce Mood Burgers, an innovation designed to complement the thrill of this cricket season. These specially crafted burgers will be served across 53 SOCIAL outlets nationwide. We're thrilled to offer India a delicious savour the excitement of the game with every bite."

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Speaking on the association, Ashutosh Munshi, lead advisor- brand marketing and communications at Edelman, said, “We are delighted to have partnered with Hellmann’s to create this exciting line-up of ‘Mood Burgers’ soaked in cricket culture. For us at Edelman, this goes far beyond a brand campaign. This is a brand taking action by bringing cricket fans their mood fixer for every match in a delicious burger, made possible only with the luscious taste of Hellmann’s mayonnaise. Building on this product innovation is a fully integrated marketing campaign that includes a digital ad film, owned and shared media, offline experientials, elements that drive earned attention and more.”

Ashish Pathak, executive creative director at Edelman India said, “Hellmann’s mayonnaise believes in the power of great tasting food and wanted people across the country to experience that. We know an event like the World Cup will put cricket-loving, Indian fans through a rollercoaster of emotions. So, we brought together a Mind-Body Eating Coach and a Chef to create "Mood Burgers", a range of burgers using some witty nutritional facts and great-tasting mayo to help fans ride out their emotions. The idea goes beyond traditional communication and allows for people to interact with the brand in a fun, experiential way. Nerves will be calmed; focus will be brought, and energies will be charged this World Cup.”

Through this campaign Hellmann's India aims to take its Mayo into the hearts and homes of cricket fans. To order Hellmann’s Mood Burger, people need to visit any of the 53 SOCIAL outlets across India between June 5- 30, 2024, and have it delivered via Swiggy or Zomato, June 6 onwards.