Paid Social Hellmann’s
The brief was to create a paid social campaign to promote Hellmann’s (aka Best Foods on the west coast) better for you, light, and vegan mayo varieties.
With limited visual assets and minimal copy guidance, 2 art directors and I developed playful, attention-grabbing GIFs for Instagram, Facebook, and Twitter.
The campaign successfully boosted engagement and helped position the brand’s “healthier” options—without ever using the word “healthier.”
Here are the 5 social posts we created and I wrote, which we also adapted into banners.
Better For You
Avocado Oil, Vegan, or Olive Oil? Hellmann’s has a delicious sandwich spread for every taste out there.
Light
Don’t compromise taste for fewer calories when you can have both with Hellmann’s Light Mayonnaise!
With half the calories of regular mayonnaise, Hellmann’s Light elevates this Salmon & Grain Salad from ordinary to amazing.
Vegan
Meet Hellmann’s Vegan, the plant-based spread with a delicious, creamy taste.
Calling all plant-based eaters! See how to make this roasted pumpkin sandwich 100% vegan with Hellmann’s.