HELLMANN’S

The Ask:

Develop a campaign for Hellmann’s that relays the message “Hellmann’s is the G.O.A.T. of transformation”.

The Vision:

This campaign uses sports as a metaphor, displaying the never-ending accolades Hellmann’s would receive, showing that Hellmann’s transforms food, flavor, and recipes into winners.

Problem:

Only 20% to 28% of 6 to 17-year-olds meet the 60 minutes of daily physical activity recommended by the U.S. Physical Activity Guidelines for Americans. (University of Kansas)

Solution:

A large reason for this is the lack of public infrastructure for recreational activities and games. Access to public parks and recreational facilities increases adolescent involvement in team sports and exercise, not only improving daily activity levels but also fostering community and developing team skills. (NIH)

Extension:

Every limited edition jar of Hellmann’s sold will fund public park facilities in underprivileged regions across the United States.

Extension:

We all know Duke’s Mayonnaise owns the CFB Mayo Bowl. What’s the Hellmann’s Mayo Bowl? The Super Bowl.