Takis x Spider-Man: Brand New Day
Web-slinging snacks and surprise drops took NYC by storm
Who's In the Fridge?
Only the Hamm and Brie Super Panini could take over the Super Bowl
Challenge
Create condiment cultural currency during the Super Bowl, one of the world's most watched sporting events, and inspire viewers in an impactful way to use Hellmann's to help reduce global food waste.
Inspiration
Everyone has that moment when they stare into the fridge looking for something to eat. For some, that moment is more inspiring than others – especially when you open the door and see two major Hollywood celebrities reminding you to eat your leftovers.
Idea
Hellmann's brings leftovers to life. This year we took a peek into Pete Davidson’s fridge where we found…Jon Hamm and Brie Larson? Yep, that’s right.
Growth
To date the campaign has garnered 9.8 billion impressions and 3.2K media placements, the latter being 497% over our impressions KPI.
