Hellmann’s turns jars into Easter art hunt

Hellmann’s has partnered with artist Sam Cox to turn its mayonnaise jars into part of an Easter-themed promotion that blends packaging, art and commerce.

During the campaign period, shoppers who purchase Hellmann’s mayonnaise through Amazon between 12 March and 4 April can win one of 100 limited-edition jars illustrated by the artist known as Mr Doodle. The project reimagines the eggs featured on the brand’s label as part of a modern Easter egg hunt.

Artist adapts signature style to packaging

Sam Cox built a reputation as Mr Doodle through densely packed black-and-white illustrations that cover large surfaces including buildings, murals and clothing. For the Hellmann’s campaign, he applies the same visual approach to a much smaller canvas: the eggs printed on the brand’s label.

The promotion gives shoppers the chance to transform a routine grocery purchase into a collectible item while linking the brand to the Easter season, when eggs remain a central symbol.

Campaign combines social content and influencer activity

The initiative forms part of a creative commerce campaign developed by VML and WPP Unite. The campaign includes social video content showing the artist at work, along with influencer posts and commerce activations designed to drive purchases.

The activity positions the jars as a different kind of Easter collectible while encouraging consumers to include the product in holiday meals.

Jenna Dowd, associate marketing director, Unilever: "Easter is a key consumption moment for Hellmann’s, and while the season is often dominated by candy and sweet treats, we wanted to bring something unexpected to the table. We’re inviting shoppers to join a modern Easter egg hunt – one hidden in plain sight on our labels with a chance to become a true art collector."

James Phillips, creative commerce executive lead, WPP Unite: "Easter is usually all about chocolate bunnies and colorful candy, but at its core, it’s always been about eggs—and no one owns eggs quite like Hellmann’s. In fact, they’ve been on our iconic label all along. Our collectible Easter egg jars are a simple, surprising twist that only Hellmann’s could do."

www.hellmanns.com

www.unilever.com

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