We operate with total seriousness about mayo and express it through playful behaviour. The belief is real and deeply held. The actions are light, self-aware and fun. By treating sauce as something worth standing behind, Hellmann’s creates a space where people can show their loyalty in exaggerated but recognisable ways.
Serious
about
Sauce
about
Sauce
Serious
about
Sauce
about
Sauce
Briefing
In a crowded condiments category, Hellmann’s needs to give buyers a clear reason to trade up. We were asked to create a campaign that convinces current condiments buyers in the Netherlands that Hellmann’s elevates food through its creaminess and rich taste.
Aftermovie
Strategy
Hellmann’s Real is quickly finding its place in the Netherlands, a country with a serious love for sauce. Sauce is not just a condiment here. It’s a given. A patatje met means mayonnaise without even needing to say the word. Open any Dutch fridge and you’ll find a carefully curated line-up of sauces, each one chosen to match the household’s taste. Hellmann’s is not here to change that dedication. We’re here to champion it. To celebrate the tastemakers and turn the nation’s love for sauce into a status symbol.
Approach
We measure brand impact
We leaned into relationship clichés and everyday dishwasher frustrations, using sharp one-liners and humor. Native content and paid snippets each brought a different dynamic, boosting both reach and consideration.
+
5
%
+
1.6
pts
+
16.7
%
>
12
K
17.5
sec
Our superfan
Roxanne Kwant
Roxanne is a serious sauce lover. Fun and bubbly, but above all, an outspoken mayonnaise fan. The daily content she shares is naturally humorous and unpredictable, making her someone whose next move you never quite see coming. She is not afraid to show who she is, what she stands for, and what she is passionate about on social media. And as it happens, mayonnaise is one of those passions. Even her cat is called Mayo.
Country
NL
Followers
278K
01
How did our campaign drive success?
How did our campaign drive success?
Hellmann's tattoo
The campaign opened with a social teaser in which Roxanne appeared to be getting the words “Real Mayo Lover” tattooed on her neck. The stunt instantly sparked conversation online, generating over 2 million views and strong engagement from followers who questioned whether she had really gone that far for her love of mayo.
01
Now Recruiting
In the second phase, the story was revealed. Roxanne appeared with a Hellmann’s newspaper, uncovering the stunt as part of Hellmann’s mission to find the country’s most devoted mayo fans and invite them to join the Hellmann’s Club.
02
Hellmann's Club
The campaign culminated in Rotterdam, where the Hellmann’s Club came to life during an exclusive daytime rave for press, influencers, and true Hellmann’s fans. Hosted by Roxanne at an unexpected location, the event turned her iconic track “Mayonaise” into the soundtrack of the brand experience.
03
Cases
Cases