Whatever the weather.
The weather in the UK is unpredictable over the summer and Brits barbecue whatever the weather. 
With Hellmann's playing a massive part in sauces and dressings during barbecues, weather reactive content was created and strategically placed to promote Hellmann's mayonnaise, ketchup and burger sauce.
Various weather icons were transformed into subtly animated graphic weather burgers. 
Pinterest feeds were also hacked using keywords when users searched for burger inspiration on Pinterest.