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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.
![](https://cdn.myportfolio.com/1b3776a5f3f798ffc44b0f7753e344d1/3cbb42ca-d6a9-4816-abe1-c22a9a829799_rw_1920.jpg?h=48f64c8fa806bec9130abfc5f8d4686e)
![](https://cdn.myportfolio.com/1b3776a5f3f798ffc44b0f7753e344d1/1216c979-8bc4-4a0a-9855-7036b7cb3b5b_rw_1920.jpg?h=875401d21ee5f30d701de9c0d69b2b4f)
![](https://cdn.myportfolio.com/1b3776a5f3f798ffc44b0f7753e344d1/45b8069d-b885-4a13-a757-ec0cf501fb91_rw_1920.jpg?h=03d03851a688018ef5e8bd3fb53a9f6a)
We also did a complete re-design of Hellmann's website, social content and recipe videos.
![](https://cdn.myportfolio.com/1b3776a5f3f798ffc44b0f7753e344d1/2f6ce4c8-cb7d-4d78-99da-6c0991a532d0_rw_1920.jpg?h=2734d3a35bf460e0ecfcbdbe22c271fd)
![](https://cdn.myportfolio.com/1b3776a5f3f798ffc44b0f7753e344d1/b04c75cd-20c4-4f70-b66c-d3022da5044b_rw_1920.jpg?h=5288405415aac952e3a5ec0f14a225b7)
![](https://cdn.myportfolio.com/1b3776a5f3f798ffc44b0f7753e344d1/f2567a11-7adf-427d-be07-0a95b1c52cc6_rw_1920.jpg?h=d593f43682eef3819200a41d152bc1be)
![](https://cdn.myportfolio.com/1b3776a5f3f798ffc44b0f7753e344d1/271fb3b5-84b1-4acb-9071-a46a4ae11243_rw_1920.jpg?h=2f1f3ca4821997cc4e7a9f466941e990)
![](https://cdn.myportfolio.com/1b3776a5f3f798ffc44b0f7753e344d1/623501d8-e94d-48eb-afdf-6faa8f9e74a5_rw_1920.jpg?h=d20b53e4e7b74bbccf6c7cbfa8118046)
![](https://cdn.myportfolio.com/1b3776a5f3f798ffc44b0f7753e344d1/3f5d203e-b01c-47f1-9ef2-6d42d6a63573_rw_1920.jpg?h=15fe50a8e809df6368581215db56e56a)
![](https://cdn.myportfolio.com/1b3776a5f3f798ffc44b0f7753e344d1/0d6a8976-60a5-422b-8d7c-357656d8da19_rw_1200.jpg?h=898fc4c19891ec73418e819716b6862d)
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.
![](https://cdn.myportfolio.com/1b3776a5f3f798ffc44b0f7753e344d1/a3300761-8833-4605-bd31-a8275594c2eb_rw_1920.jpg?h=5c891ba2c38f2983f381f1b02d8dce15)