Fairy Godmayo 2021 Super Bowl Spot
How do you get people to rethink (and care about) an everyday food staple?
Hellmann's Mayo Tackles Food Waste
Hellmann's 2022 Super Bowl Spot Mayo x Mayo
- Office
- New York
- Client
- Unilever
Challenge
No one wants to be scolded or guilted into changing their behaviors, so Hellmann's needed to reframe our "no food waste" purpose into an inspiring message that got Americans to act.
Inspiration
We leaned into the emotional uplift undercurrent that we were observing in culture to reframe the conversation from being a food-waster to a food-saver with Hellmann's.
Idea
Legendary Linebacker, Jerod Mayo, shows how Mayo can literally tackle food waste during the Super Bowl.
Growth
The brand has already doubled its projected sales goals less than a week post-game day.
