Hellmann's Label Hunt

Hellmann’s reimagines Easter with a creative commerce campaign featuring globally renowned artist Mr. Doodle.

For generations, Hellmann’s has featured eggs proudly on its iconic label. This year, VML and Hellmann's turned those eggs into a modern Easter Egg Hunt, blending art, culture and everyday food in a collaboration with globally renowned artist Mr. Doodle to create the first-ever Easter egg hunt on mayonnaise jars.

Hellmanns Label Hunt with Mr Doodle 720p

Easter is usually all about chocolate and candy, but at its core, it’s always been about eggs—and no one owns eggs quite like Hellmann’s. In fact, they've been on our iconic label all along. It’s a simple, surprising twist that only Hellmann’s could do.

James Phillips

Creative Commerce Executive Lead, WPP Unite

Easter is traditionally associated with candy and sweet treats, leaving savory staples like mayonnaise out of the spotlight. Hellmann’s wanted to change this perception and position itself as a must-have item for Easter celebrations.

Easter has always been about eggs at its core, and Hellmann’s has proudly featured eggs on its label for generations. This inspired the brand to create a surprising twist by turning its egg label into a modern Easter egg hunt with collectible art.

Hellmann’s partnered with Mr. Doodle to design limited-edition jars featuring his signature black-and-white illustrations. The campaign, created by VML and WPP Unite, included behind-the-scenes social films and influencer posts. When customers order Hellmann's mayonnaise during the Easter campaign period running through March 11 until April 4, they will have a chance to win one of one hundred (100) limited edition designed version of the jar by Mr. Doodle.