Strategy / Branding / Campaign / Advertising / Copywriting / Experiential design / Social media engagement / Narrative
The Real Smooth Criminal 2025
For 100 years, Hellmann’s mouthwatering taste has addicted generations. Now, the competition’s caught on to its criminally creamy guilt, and both mayo lovers and mealtime novices must take a stand to free the condiment celebrity.
In response to the Hellmann's D&AD New Blood brief: Demonstrate Hellmann's status as the world's no. 1.
Collaborating with Abi Phillips, the charismatic multi-channel campaign rallies accomplices who love a story, on screen and in the kitchen, showcasing easy, criminally tasty, meals and why Hellmann’s remains as the iconic, smooth, and creamy condiment.
Witness the case that freed the criminally creamy celebrity!
The Issue
When you're number one, competition copy-cats are always going to spread you as a criminal.
Bland imitators and knockoffs, willing to do anything except being guilty of real mouthwatering taste, to squeeze Hellmann's unmatched legacy off the shelves. This is not okay!
The Insight
"Millennials love mayo twice as much as their parents"
Why? Taste!
It's time for Gen Z and millennial foodies to squeeze and shout about Hellmann's criminally creamy taste. Will you rally as a chef accomplice and free Real mayo into a summer of mayo-derous meals?
Pop culture is obsessed, and so are we, with true crime, murder mysteries, celebrity mugshots, courtroom sagas, and reality star gossip.
The campaign rallies a community of accomplices to become the chefs in their lives and reminds them that they can rely on Hellmann's through criminally easy meals.
The Real Smooth Criminal is guilty of spreading taste, coupons and accessible recipe files full of irresistible meals.
Social media engagement and printed assets catapult mayo novices into discovering the full potential of the condiment celebrity in transforming their dishes, while continuing to engage middle-aged loyalists.
