We created a whole new global positioning for Hellmann's, giving the brand a new purpose: to fight food waste.
This involved a complete redesign of the brand, from packaging, tagline and tone of voice to its visual world and brand behaviour.
You know a launch has landed when Amy Poehler drops your new tagline at the Oscars — to billions of people worldwide — for exactly US $0.00
Working closely together with Design Bridge, we 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.
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.
