HELLMANN’S MAYONNAISE

LET’S START WITH A DRIZZLE OF SALAD DRESSING

The launch of the New range of Hellmann’s Salad Dressings was a great opportunity to do something new and fresh. The thinking was, that if you had to visually show all those salads and then drizzle some salad dressing on top, they would pretty much look the all the same.

So why not deconstruct them. Not only does it show of the ingredients beautifully, but it also demonstrates that Hellmann’s truly loves their products and respects the produce they place them on.

This was an amazing shoot to be on. Slow and fidgety, but so rewarding as the totem poles of products rose. Shot after shot after shot, as we photographed each layer as we built the stacks.

AND MOVE ON TO THE REAL THING.

Unilever Food Solutions and Hellmann’s needed to talk to the customers. The chefs. But the product packs they were leaving behind were no longer having the desired effect. We convinced UFS to start a far better conversation with the chefs, by using chefs themselves. Stories from real chefs about real business challenges and successes were created.

Hellmann's Real Mayo is the real deal. Hellmann’s never saves the day, and are not the hero. The chef or owner is. What Hellmann’s does is help them create better tasting dishes and with that make more money.

We gave the sales guys a far better tool to start their sales pitch with. A genuine conversation with one of their own. Chefs talking to chefs.