Burger Route

Burger Route was created to help launch the new Hellmann’s tabletop bottle into the commercial restaurant sector by driving consumers to participating operations.

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The Point

Create a Nationwide Burger-Eating Blitz

To help Hellmann’s take a leadership position in the better burger craze, we showed operators how having Hellmann’s at hand can attract and satisfy burger-loving guests.

The Plan

Connect Burger Lovers With Burger Makers

Use social and mobile media, influencer marketing, radio placements and in-store merchandise to drive consumers to participating Burger Route locations to find amazing burgers in their neighborhood and for a chance to win prizes.

The Idea

Find Your Way to a Great Burger

A variety of media prompted consumers to find a Burger Route location near them by visiting burgerroute.com. Then, when they visited the operation, in-store merchandise directed them to order a burger and share a pic for a chance to win prizes.

Burger Route site on tablet
Burger Route instagram hashtagged images on tablet
Burger Route point of sale materials

The Payoff

It Wasn’t Just About Mayonnaise

In addition to moving product, Burger Route moved people. By creating a path between consumers and restaurants, Burger Route invested in Hellmann’s customers, helping operators attract new traffic and ultimately build their own brands.

Find out how to put solutions like this to work for you.

Locations In:

BENTONVILLE, Arkansas
BIRMINGHAM, Alabama
CHICAGO, Illinois
DALLAS, Texas

IRVINE, California
KANSAS CITY, Missouri
SPRINGFIELD, Missouri
ST. LOUIS, Missouri

For brands that are going places.

From daily coffee stops to weekend lunch capades to once-in-a-lifetime vacations, consumers are always on the go. Brands that meet them where they are with the products, services and experiences that delight will win. Marlin Network is a destinations marketing agency that understands where guests are going, what makes them stay and what brings them back for more.



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