MAYO FOR MEALS SUPER BOWL ACTIVATION FOR HELLMANN’S
The Super Bowl is one of the biggest food waste days in America, so this year, Hellmann’s set out to make taste, not waste by sending their giant Hellmann’s jar on a roadtrip from the big game to HQ, donating meals for every mile traveled (and every photo shared with our hashtag!) on social media. Extending the big game commercial ingredients of Brie Larsen (cheese) and John Hamm (ham), we made stops in St. Louis, the birth place of John Hamm, and at The Cheese Castle in Wisconsin.
Our work contributed to over 9B earned media impressions for the brand after the big game, and the social mentions keep rolling in.
