Hellmann's Easter egg hunt with Mr. Doodle
This is a chance for consumers to turn a routine purchase into a rare, limited-edition piece of collectible art.
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For generations, Hellmann’s has featured eggs proudly on its iconic label.
This year, the brand is turning those eggs into a modern Easter Egg Hunt, blending art, culture, and everyday food in an unexpected way. Hellmann’s has partnered with globally renowned artist Mr. Doodle to create the first-ever Easter egg hunt on mayonnaise jars.
Known for covering entire homes, murals, and even his own clothes in tightly packed black-and-white illustrations, Mr. Doodle is taking on his smallest collectible canvas yet: the eggs printed on the Hellmann’s label. When customers order Hellmann's mayonnaise on Amazon during March 12until April 4, they will have a chance to win one of one hundred (100) limited edition designed version of the jar, hand drawn by Mr. Doodle.
This is a chance for consumers to turn a routine purchase into a rare, limited-edition piece of collectible art. Although Hellmann’s isn’t as top of mind as jellybeans when Easter shopping begins, it’s a food staple that is always good to have on hand.
Credits
View on- Agency VML/New York
- Ad Agency WPP Unite/New York
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency VML/New York
- Ad Agency WPP Unite/New York
“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,” said Jenna Dowd, Associate Marketing Director at Unilever. “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.”
The creative commerce campaign, created by VML and WPP Unite, will include behind the scenes looks at Mr. Doodle in action, through a social film. The campaign will also include influencer posts and commerce activations, driving consumers to collect a new kind of Easter Egg and think of Hellmann’s for their holiday feasts.
"Easter is usually all about chocolate bunnies and colourful 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,” said James Phillips, Creative Commerce Executive Lead, WPP Unite. “Our collectible Easter egg jars are a simple, surprising twist that only Hellmann’s could do.”
