Hellmann’s loves to be playful and have a bit of fun. In a move to continue keeping consumers entertained and capitalize on a seismic moment in the culture, the brand launched a tongue-in-cheek new campaign across the UK and Australia, encouraging fans to barbecue with the help of some well-known Australian slang. Leaning into a major blockbuster moment, Hellmann’s cheekily-placed shrimp appeared on over 400 digital billboards, in national newspapers, and on social platforms across the UK and Australia.