Sponsored: The No.1 mayonnaise in the world takes centre stage with #RockYourBurger campaign

Little did Richard Hellmann know when he created Hellmann’s mayonnaise in 1903 that it would be the very same, much-loved recipe used worldwide over a century later. The superior mayonnaise is made with simple, high-quality ingredients – eggs, oils and vinegar – using a tried-and-tested recipe, providing Hellmann’s with an unmistakably smooth texture and rich, creamy taste.

On Saturday 28 May – International Burger Day – Hellmann’s celebrated the launch of its #RockYourBurger campaign and innovative food truck. The brand hosted the country’s top foodies, fundies and fans in the culinary heart of Braamfontein at the Neighbourgoods Market.

The amped-up burger experience included personalised burger buns, an electrifying miniature “burger stage” (more on that later), and the best tasting burgers thanks to the flavour-enhancing quality of Hellmann’s.

The “Battle of the Burger” challenge saw three celebrity-media teams (The Rolling Buns, the Food Fighters and the Ramayones) battle it out over the grill. TASTE food editor Abigail Donnelly was part of The Rolling Buns team that created a tropical-inspired burger. Titled the “Hungry Like a Wolf”, it was piled high with bacon, pineapple salsa, cheese and Hellman’s, of course.

Guests were also introduced to the Hellmann’s #RockYourBurger Truck. In true Hellmann’s style, this is no ordinary burger truck. It combines food tradition with modern-age technology.

A first-of-its kind Selfie Burger Machine toasts your selfie onto the burger bun for a truly rock-and-roll burger that’s as good on the palate as it is on Instagram. A miniature #RockYourBurger stage is kitted out with rock star concert bells and whistles and allows fans to give their burgers a final moment in the spotlight while they share their burger on social networks.

The Hellmann’s #RockYourBurger Truck and its pumped-up burger experience will be travelling to music festivals, markets, foodie events and street fairs around South Africa for the next 12 months, starting in Gauteng.

Passionate food fanatics keen to get a bite out of the action can track its movements on the Hellmann’s online and social platforms (@hellmansza #rockyourburger).

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