CHALLENGE
Develop an innovative idea that truly shows Hellmann's is the G.O.A.T (Greatest of all Time) when it comes to mayonnaise.
INSIGHT
There's a fine line between love and hate, and Hellmann's is showing that when people can't stop talking negatively about something, it's more than just dislike - It's obsession.
IDEA
We flipped the narrative by turning hate into validation. Through clever comebacks, social engagement, and the irresistible offer of a coupon for Hellmann's mayo, we connected the dots between criticism and obsession, showing that the more they hate, the more they're proving we're on top.
COLLABORATED WITH: DYLAN CHUMMLEY & POSIE SMALL
