creative strategist
Role: Strategy, Art Direction, Copywriting
The Insight:People are ride or die Hellman’s fans. They put it on just about any food, stock up on it weekly, and go to war over Reddit to defend its taste.
The Idea: Sometimes, the difference between an ok meal and an unforgettable one is a single ingredient. Whether it’s reviving a kitchen mishap, perfecting a grilled cheese that takes you back to being a kid, or making your dinner party food the envy of your friend group, the solution is always within reach.
There's only one question to ask...What Would Hellmann's Do?
Our awareness campaign starts with bold OOH that reminds consumers how Hellmann’s transforms boring, raw food into something delicious and beautiful. We’ll spread the Hellmann’s gospel far and wide - from busy sidewalks to subway stations.
We’ll have a sticker on every mayo bottle with a QR code that entices people to “find out” just what exactly Hellmann’s would do. In-store posters will speak directly to the section of the grocery store, like produce, deli, or pantry.
That QR code will help bring W.W.H.D to life through Hellmann’s virtual fridge: an interactive website where mayo lovers can select what they have in their fridge and how much time they have. Hellmann’s will provide a recipe that’s sure to save you all the time and energy meal planning takes.
Our social media influencer and chef partnerships “What Would Nara Wmith Do”, “What Would Ryan Nordheimer Do”, and “What Would Wishbone Kitchen Do” will highlight mayo in a variety of different dishes and social situations, all brought to you by Hellmann’s.
We’re even going to create a mayo sheet mask and viral social media ASMR videos that’ll get people talking.
Partners: Amethyst Zeng