Challenge

No one wants to be scolded or guilted into changing their behaviors, so Hellmann's needed to reframe our "no food waste" purpose into an inspiring message that got Americans to act.

Inspiration

We leaned into the emotional uplift undercurrent that we were observing in culture to reframe the conversation from being a food-waster to a food-saver with Hellmann's.

Idea

Legendary Linebacker, Jerod Mayo, shows how Mayo can literally tackle food waste during the Super Bowl.

Growth

The brand has already doubled its projected sales goals less than a week post-game day.

2022 Hellmanns Super Bowl Mayo Tackles Food Waste 60

Please provide your contact information to continue.

Before submitting your information, please read our Privacy Policy as it contains detailed information on the processing of your personal data and how we use it.

Press

Watch Hellmann's New Linebacker Sack Food Wasters in Super Bowl Commercial
AdAge
Pete Davidson Admits He's 'Very Hittable' After He's Tackled in Hellmann's Super Bowl Commercial
People Exclusive
Best Super Bowl Commercials of 2022: Pete Davidson, Lindsay Lohan and More Star in Game Day Ads
People TV
The best Super Bowl 2022 commercials: The ads that scored a touchdown
NY Post

Related Content

woman in front of open refrigerator filled with Hellmanns mayonaise
Unilever

Fairy Godmayo 2021 Super Bowl Spot

How do you get people to rethink (and care about) an everyday food staple?
Read Case Study
The Castle by VML Detroit for Ford
Ford

The Castle

VML Detroit shows how Ford Mobile Service works for everyone – even vampires
Read Case Study