An iconic brand that has been sitting in the back of your fridge collecting dust; it’s not just for your sandwich any more. To get Americans to rethink Hellmann's, we set out to drive fame for Hellmann’s (+ Best Foods) at the Super Bowl by introducing Hellmann's brand purpose to American households – Making Taste, Not Waste


Fridge blindness. We all experience it. It is that moment when you find yourself looking into your refrigerator and feeling as if you have nothing to eat, yet your fridge is full of food.

Fridge blindness is a real, but what people don’t realize is that it ultimately leads to food waste. That food we are not “seeing” in our fridges ends up getting thrown away. In fact, 40% of all food in the US is wasted. And Hellmann’s is on a mission to reduce that stat. We wanted to address ‘fridge blindness’ head-on to help reduce food waste.


Unlike traditional purpose efforts in the past, we decided we needed to take a more light-hearted approach to our story for Americans to embrace it. Meet the Fairy Godmayo – a magical character that shows us that with a little help from Hellmann’s your fridge is a store of infinite possibilities. And we needed to find right moment for our Fairy Godmayo to make her debut. That moment – the Super Bowl. The Super Bowl is the second biggest day for food consumption in the US which means it is also a big generator of food waste.


We got America talking about Hellmann’s and rethinking the role of a 108 year old food staple.

2021 Hellmanns Super Bowl Fairy Godmayo Teaser1 Hellmanns 15
Butter Knife 15
30sec Fairy God Mayo TVC

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