Hellmann’s asked us to remind people that Hellmann’s and barbecues go together like fire and food. So, we created a global grilling adventure, a content-led, integrated campaign which gives people across the globe the task of Finding Grilltopia.


An original four-part series is available online, hosted by YouTube star and grilling fanatic, DJ BBQ. Each episode, his mission is to convince a grilling sceptic that food cooked over fire is the future. His sceptics include renowned food critic and Twitter legend, Giles Coren, who is taken out of his comfort zone of fine dining and transported to the cowboy farms of Brazil.

All of the content is supported by recipe videos and image posts inspired by the locations and people visited along the way. These will be shared on social media to further support the campaign with the hashtag #Grilltopia.