Mayonnaise salad, also known as potato salad, is a common dish at Sunday lunches throughout Brazil. To highlight this tradition, Hellmann’s launched its new campaign, entitled “With Hellmann’s, Sunday is all good”, valuing the various regional recipes that use mayonnaise as the main ingredient. The campaign, created by the Euphoria Creative agency, will run until December.
The centerpiece of the campaign is a video that brings together people with the name “Domingos”, who appear as true Sunday experts. In the film, different mayonnaise salad recipes made in various parts of the country are presented, with one thing in common: they all use Hellmann’s mayonnaise. The public can check out the content on social media and on TV.
“Hellmann’s is the number 1 mayonnaise in Brazil, being widely present in Brazilian homes. This means that almost everyone has some affective memory with the brand in happy moments. Who doesn’t remember the mayonnaise salad for Sunday lunch at grandma’s house?! How many recipes are there for this dish that always has a family secret? With our new campaign, we want to highlight the importance of this tradition so loved by Brazilians and of which Hellmann’s has been a part for so long, adding the flavor and creaminess that people already know and value”, declares Carolina Riotto, marketing director for the category of Unilever foods in Brazil.
In addition to the film, the “With Hellmann’s, Sunday is all good” campaign will include a promotion with exclusive prizes and partnerships with influencers, until the end of the year. The actions will be present on the brand’s social networks, such as Facebook (@hellmannsbrasil), Instagram (@hellmannsbr), and TikTok (@hellmannsbr), and will also feature media on search platforms, marketplaces and external advertising spaces.
Digital content is produced by Buena Onda, with influencers managed by BR Media Group and Spark. The press office is handled by Edelman Brasil, and media planning is carried out by Initiative.
TECHNICAL SHEET
Advertiser: Unilever
Mark: Hellmann’s
Customer: Carolina Riotto, Guilherme Moraes, Rayssa Gomes, Kaio Silva and Ingrid Cavalcanti
Creative agency: Euphoria Creative
Product: Maionese Hellmanns
Customer: Carolina Riotto, Guilherme Moraes, Rayssa Gomes, Kaio Silva and Ingrid Cavalcanti
Creation: Marcelo Rizério, Rafael Guth, Matheus Maud and Davi Correia
Content: Paula Baião
Planning: Caio Del Manto, César Villas Bôas, Guilherme Maineti and Julia Saldanha
Service: Andressa Fukunaga, Amanda Teixeira, Talita Lima and Christyan Esper
Data Insights: Tiago Santos
Production: Cris Almeida and Larissa Gonzaga
Platform: BPool
Trail: Big Sync
Trail: QUIET CITY MUSIC + SOUND
Composition and Music Production: Chris Jordan
Mixing and Finishing: Leandro Barduzzi and Pedro Moura
Executive Production and Service: Xanna D’aguiar and Karina Vadasz
Sound Producer: HEFTY
Music Producer: Edu Luke, Cris Botarelli, Otávio Cavalheiro, Celso Moretti, Tuco Barini and Renan Marques.
Service: Debora Carvalho, Thais Gazoli and Ana Peluzo
Coordination: Larissa Durante, Fabi Lugli and Susi Rodrigues
Company – BR Media Group
CEO – Celso Ribeiro
CMO – Thiago Bispo
Partner and Commercial Director – Raphael Vignola
Commercial Manager – Victoria Bruck
Commercial Analyst – Lucia Penido
Operations Director – Rafaela Sgariboldi
Customer Service Director – Ingrid Alves
Service Manager – Marcela Pozzan
Service Specialist – Vinicius Begnami
Planning Director – Alan Alves
Planning Manager – Pedro Dorta
Strategist – Rebecca Porto
Planning Analyst – Gregory Ferreira
Content Analyst – Tiffany Ruiz
Gerente de B.I. – Caio Moraes
BI Analysts – Sophia Frontini, Leonardo Fazzio and Manuela Sallum
Media Agency: Initiative
Media: Paulo Henrique Borba, Bianca Navega, Arthur Cavazini, Allan Reis and Adeva Chagas
Digital Agency – Buena Onda
Head of Content: Marina Tomaz
Project Manager: Jéssica Lima
Strategist: Júlia Fernandes
Editor: Matheus Dias
Community Management: Taciana Farias
Art and Motion Direction: Milena Luchini and Abner Galeazzi
Strategy Director: Renata Guerra
Operations Director: Lucas Valério
Creative Director: Maurício Oliveira
Audiovisual Director: Mark Daniel
PR Agency – Edelman Brasil
Account Director: Flávia Janotti Novaes
Account Manager: Camila Lee Teixeira
Services: Nahiza Monteles, Caroline Sargologos, Lara Costa and Murilo Santiago
