Challenge
Hellmann’s wanted to solidify it’s brand image as “The Goat of Mayo”. When people think mayonnaise, they likely picture a jar of Hellmann’s, and the task was to cement that idea into peoples heads without shadow of a doubt.

Insight and human truth
People love food, like seriously love food. There’s a good chance that you’ve gone somewhere just because of free food or food in general. People go to places like parties al the time if they know food is going to be there, and a function is only as good as the refreshments being provided. Hellmann’s positions itself as the hero of a lame party.

Solution
Instagram ads that make Hellmann’s feel untouchable. The tagline “Zero Chance To Disappoint” was to make people believe that you can’t make a bad dish with Hellmann’s, and even if the function is lame, the food won’t be. Captions that target engagement with bold copy.