Hellmann’s brings football plays to game-day food

The activation combines advertising, football partnerships and live fan experiences as the mayonnaise brand expands its presence across the college and professional football season.

Hellmann’s is bringing the language and rituals of football into game-day food with Call for Hellmann’s, a campaign built around two food-focused plays.

Hellmann’s links football rituals with game-day food

The campaign draws on football terminology and play-calling to showcase two dishes. In Make the Call, Hellmann’s Real Mayonnaise is used to add creamy flavor to a classic burger, while Chicky Tenders pairs chicken tenders with Hellmann’s Chipotle and Spicy varieties.

The spots use coach-inspired direction and original music influenced by classic football films, combining humor and football references with familiar game-day food occasions.

Jessica Grigoriou, SVP Marketing, Condiments at Unilever North America: "Football and food have always gone hand in hand and Hellmann's has a natural place in so many of the dishes that fans reach for on game day," said Jessica Grigoriou, SVP Marketing, Condiments at Unilever North America. "With 'Call for Hellmann's,' we're having fun with language fans already know and love, while celebrating the food, rituals, and flavors that bring people together all season long."

Hellmann’s expands football marketing beyond TV

Hellmann’s is extending Call for Hellmann’s beyond advertising through partnerships with college and professional football organisations. The brand works with the Big Ten Conference, University of Alabama, University of Florida, University of Arkansas, University of Texas and University of Georgia, as well as the New York Giants, New England Patriots, Tennessee Titans, Philadelphia Eagles and New York Jets.

The campaign will also feature Manny Mayo, Hellmann’s mascot, travelling in the brand’s food truck and serving sliders alongside trivia, giveaways and other fan activities during the football season.

Manny Mayo takes Hellmann’s food truck on the road

The food truck will make stops at MetLife Stadium on September 13 and September 20, followed by appearances at Lincoln Financial Field on October 4 and Gillette Stadium on October 11.

These activations give Hellmann’s an opportunity to connect its football positioning with food and fan participation at stadiums, complementing the brand’s media campaign.

Hellmann’s campaign runs throughout football season

Call for Hellmann’s will run throughout the football season across national television, streaming platforms and social media. The campaign combines product demonstrations with football culture, using the sport’s terminology and traditions as a framework for promoting game-day meals.

www.hellmanns.com

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