Brief

Demonstrate Hellmann’s status as the world’s no. 1

Idea

Since people already have Hellmann’s mayonnaise in their fridge we wanted to show up for more than one condiment
in their everyday life. Last year pickled vegetables took over the world and was the most searched recipe, despite it being one of the easiest. So we saw an opportunity to help out. Because wherever there’s mayonnaise, there’s pickled vegetables.

Once the mayonnaise is finished, the jar becomes the perfect pickling container. A simple twist turns it into a kitchen essential. In that way Hellmann’s will be there for not only your first, but also your second favourite condiment.

Isa Landström (AD) Matilda Persson (CW)