Hellmann’s
Nashville Experience

IRL helped Hellmann's, in partnership with the Tennessee Titans, orchestrate a standout game day experience that married Nashville's rich culinary culture with spirited football fandom. As the Official Mayonnaise Partner of the Titans, Hellmann's hosted an exclusive event centered around the Titans vs. Green Bay Packers game, tailored specifically for key influencers in the food and lifestyle arena. This meticulously planned brand trip not only showcased Nashville's vibrant scenes and flavors but also integrated Hellmann's products into various culinary creations, ensuring a seamless brand presence throughout the event.

From the moment of receiving their premium, branded invitations, attendees were engaged in a carefully curated adventure. The event featured an array of activities including live music performances, immersive culinary experiences with dishes featuring Hellmann's mayonnaise, personalized in-room gifts, and spirited tailgate parties. Each aspect of the event was designed to encourage social media sharing, generating buzz and extending the reach of the brand's messaging. This case study highlights how strategic event planning and a focus on experiential marketing can effectively enhance brand visibility and engagement, creating a memorable experience that resonates with both influencers and their audiences.