The church of Hellmann’s
The world’s first religion devoted to mayonnaise.
Brief: Develop an innovative idea that truly shows Hellmann’s is the G.O.A.T (Greatest Of All Time) when it comes to mayonnaise.
Idea: Hellmann’s G.O.A.T status is undisputed. But its name – Hell-mann’s, gives it an devilish twist. Luckily, Sweden, the world’s least religious country, lets anyone officially register a new faith. Hellmann's seizes the opportunity by founding The Church of Hellmann's – the world's first religion dedicated to mayonnaise. This divine initiative redeems its name while offering non-believers something truly worth believing in.
Because Hellmann’s isn’t just the G.O.A.T – it’s the true divine.
Art direction: Julia Jutterström
Copywriting: Jonas Karanta