Team Hellmann's

Hellmann’s Mayonnaise

Hellmann's is such a game day staple, it might as well be its own NFL team. So we brought our very own Team Hellmann’s to life - we drafted a team of the best chef and foodie social influencers together to represent and capture Hellmann’s in the city of food, music and football, Nashville, Tennessee.

From the moment our influencer partners touched down to Nashville, until the last whistle blows at the Tennessee Titans’ game, we’ll treat our influencers like they are part of the best team in the game. No matter which NFL team you’re rooting for this season, you can always on Team Hellmann’s.

 

The Arrival

We decked out the hotel rooms to give our Team Hellmann’s rookies a wow’ing first experience upon touchdown with everything from personalized lockers with customized jerseys and helmets to mayo-tivational quotes on the mirrors to local Nashville snacks. No matter where you turned, you’ll see Hellmann’s.

 

The Press Conference

Once settled in, Team Hellmann’s Rookie Class of 2024 got to socialize and mingle at the hotel rooftop happy hour, decked out with a must-have photo-op step-and-repeat. We debuted our own spin on a mayo-inspired drink - Team Hellmann’s Tini, as the signature drink of the night.

 

The Culinary Drills

Team Hellmann’s gotta put in some practice time before the big game - so we sent them to a culinary competition experience, where they put their cooking skills to the test. They created 5 Hellmann’s best mayo-infused recipes, from buffalo chicken dip to juicy burgers to chocolate chip cookies, all judged on taste and presentation. They competed in an exhilarating blind taste test on Hellmann’s mayo products, where winners got to sabotage the other players with fun obstacles like only using one hand for a minute.

 

The Team Dinner

The night before the big game, Team Hellmann’s got together for some final mayo-tivations and mingling. We made sure everything they walked by, whether on the outdoor patio to the indoor space, was all wrapped with Hellmann’s moments - from a large photo-op backdrop to the pre-selected mayo-infused menu and tablescape decor details. Throughout the night, they got to enjoy live music from local Nashville musicians as they dined.

 

The Game Day

Finally, all the prep lead to the big day - the Tennessee Titans’ game! Team Hellmann’s showed up strong, repping Hellmann’s Mayo on site with a branded food truck and exciting games for everyone to enjoy. They later got to enjoy the game from a private suite and on the field.

 

My creative role on this project:

  • Creative ideation and art direction of the 3 day brand trip activation, with 7 branded touch points for social influencers to capture content against

  • Oversaw partner vendor in creative direction of brand trip activation production and execution

  • Oversaw design team in creating the campaign logo, look and feel, key visuals and print collateral

Client: Hellmann’s Mayonnaise | Agency: Edelman | Creative Team: Nancy Zhu, Alex Weinberg | Design Team: Sarah Miller | Creative Oversight: n/a | Account Team: Ari McMillan, Cortney Haygood, Dawn Chevalier | Production Team: Alicia Calebria, Yukiko Ide | Production Vendor: IRL