This remains Hellmann’s biggest ever global online campaign. The core of the campaign features 4 x 8 minute road movies. Each one is presented by the well-known Youtube foodie - DJ BBQ. In each film he travels with an unsuspecting newbie alongside him. He introduces one of his diverse guests to the world of BBQing and the rites of meat and fire. The campaign was shot in Brazil, the USA, London, and Paris.

Alongside these films, Itdrewitself also directed a TVC to introduce the series, and 8 recipe films to enable viewers to make some of the things they see in the programs. With of course a little Hellmann's. The campaign was viewed over 18 million times online.