HELLMANN’S: LABEL HUNT

2026 / Agency: VML & WPP Unite / Role: Global ECD / Client: Unilever

Easter is traditionally associated with candy and sweet treats, leaving savory staples like mayonnaise out of the spotlight. Hellmann’s wanted to change this perception and position itself as a must-have item for Easter celebrations. Luckily, Easter has always been about eggs at its core, and Hellmann’s has proudly featured eggs on its label for generations. This inspired the brand to create a surprising twist by turning its egg label into a modern Easter egg hunt with collectible art. Hellmann’s partnered with Mr. Doodle to design limited-edition jars featuring his signature black-and-white illustrations. The campaign, created by VML and WPP Unite, included behind-the-scenes social films and influencer posts. When customers order Hellmann's mayonnaise during the Easter campaign period running through March 11 until April 4, they will have a chance to win one of one hundred (100) limited edition designed version of the jar by Mr. Doodle.