We created a whole new global positioning for Hellmann's: We're on the side of food. This involved a complete redesign of the brand, from packaging and tone of voice to its visual world and brand behaviour.
You know it's been a successful launch when Amy Poehler uses the brand's new tagline at the Oscars, to billions of people around the world — for US$ 0.00.
The ads below were part of the global launch. They won a Cannes Silver Lion, two D&AD pencils and were voted the #1 print ad of the year by Campaign magazine in the UK.
We also did a complete re-design of Hellmann's website, social content and recipe videos.
And you could literally eat any of the 98 executions: every single piece was a clickable link to the recipe for that particular dish. Eat the posts.