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Hellmann’s Superbowl 2023
Advertising, Superbowl Campaign
Hellmann’s Mayonnaise ® Role: Art Direction, Design (Web, Standees, Merch, Banner, Lockup, etc.)
Company: Wunderman Thompson

Every year, 80 billion pounds of food is wasted in the U.S., with 40% of this waste occurring in households. The challenge was to raise awareness about this issue across all age groups and generate excitement around a popular product that everyone knows - Hellmann’s Mayonnaise!

In this project, I helped the creative team by designing cool stuff like baseball jackets, jerseys, and bucket hats with pins, etc. Also creating in-store standees, making fun web pages including home modules for hellmanns.com, and designing banners to promote the campaign 🏈


 🗞️
Adweek
USA Today
Adage

🖌️
ECD: Susan Golkin
CREATIVE: Ransom Haywood, Fallon Parker, Peepo David, Dana Stalker, Chuck Meehan, Nicolas Romano, Jared Kozel








RESULTS

99M+

people reached through the 60s spot during the Superbowl game

2X

Hellmann’s Sales Goals

42M

impressions on 
“Make Taste Not Waste”

83%

of earned PR mentioned 
food waste










Monday Dec 12 2022

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