Dial **HELLMANNS For Mayonnaise Recipes

Hellmann's Mayonnaise, also known as Best Foods Mayonnaise, has been an American staple since 1913. Initially used as a dressing in sandwiches and salads, Hellmann's Mayonnaise is now the secret sauce in an untold number of food recipes.

To drive customer engagement, Hellmann's enlisted StarStar Mobile for a marketing campaign featuring JR Motorsports owners Dale Earnhardt Jr. and Kelley Earnhardt Miller. Callers dialing **HELLMANNS obtained access to Hellmann's Mayonnaise recipes created by the Earnhardt siblings.

Calls to **HELLMANNS was so effective in driving recipe downloads that Hellmann's used the branded number in the second phase of its campaign, a sweepstakes in which customers submitted their own mayonnaise recipes for a chance to win a race experience with Dale Earnhardt Jr. and other cash prizes.

Calls to **HELLMANNS drove up customer engagement.