CHALLANGE
Solution
Who says self-care is just for people? In this Hellmann’s campaign, bread gets the five-star treatment it deserves. We’re talking full-on spa vibes—cucumber eye patches, towel turbans, and a rich, creamy mayo massage courtesy of foundation brushes and spatulas. It’s not just a spread, it’s a moisturising routine. With a wink of dry humor and a whole lot of glow, we’re serving looks (and lunch).
Because let’s face it—without Hellmann’s, bread is basically flaky and emotionally unavailable.
To develop an innovative idea that reinforces Hellmann's as the G.O.A.T (Greatest of All Time) in mayonnaise, highlighting its ability to transform everyday dishes. The goal is to create something big, impactful, and authentic to Hellmann's, ensuring it stands out.
The campaign leverages the insight that a sandwich without mayo is dry, just like skin without moistUrizer. Applying mayo becomes a beauty ritual for your bread-similar to how you hydrate and prep your skin with makeup or foundation.
Case Video
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