Sometimes life gets so hectic, you just need to take a break – even when you’re a chicken. In recognition of its feathered employees’ hard work and dedication, and to promote its use of 100% Canadian eggs, Hellmann’s Canada recently sent two members of its brood on a much needed “weekHENd” getaway.

Chickens just wanna have fun

Running on Hellmann’s Canada’s Instagram account, the campaign consists of six reels starring Olga and Queenie, two of the condiment company’s chickens. The promotional videos rolled out just before Canada’s independence day on July 1, the peak season for mayo sales. Each reel features the fowl friends enjoying the comforts of summer, from savoring barbequed veggies and playing corn hole to relaxing on a lake with a strategically-placed Hellmann’s cooler. The last installment of the campaign features the duo concluding their Canada Day festivities with a colorful fireworks display.

Memorable marketing

The use of animals can be a very effective marketing tactic – after all, who doesn’t want to see a chicken take a vacation? Let’s face it: animals are more interesting than humans, and research suggests that consumers react more favorably to ads with animals than they do to ads with humans or ones that lack protagonists. From adding a splash of humor to helping consumers form an emotional attachment to content, marketing material featuring animals helps brands tell stories that appeal to audiences of all ages. By featuring its hens in its latest campaign, Hellmann’s is not only reminding consumers about its use of natural ingredients – it’s ensuring its mayonnaise is unforgettable.