Hellmann’s Mayonnaise, a brand with over a century of culinary legacy, is stirring up appetites once again with a fresh spin on its classic tagline. Launched in June in the United States, the new global campaign titled Bring Out the Best celebrates the condiment’s enduring presence in kitchens worldwide—and its power to make every meal taste better.
Spearheaded by Ogilvy UK in partnership with DAVID Madrid, the campaign reintroduces Hellmann’s iconic slogan, originally used between 1987 and 2016. The creative team breathes new life into the line, framing it around humor and a slightly offbeat tone designed to resonate with today’s fast-moving audiences.
The first two commercials, Sticky Varnish and Vibrations, were directed by Harold Einstein, known for his quirky, unmistakable style of comedy. Each film playfully highlights how Hellmann’s rich, creamy flavor can completely distract from the moment—turning mundane meals into irresistible experiences.
“Hellmann’s is one of the world’s most classic brands—it made sense to come back to this classic line while also having a bit of fun with it,” said Pete Harbour, CMO and global head of condiments at Unilever. “Our goal is always to ensure Hellmann’s fits within people’s lives while reflecting the cultural moment. The new Bring Out the Best campaign does both with its simple and slightly quirky sensibility.”
Alison Steven and Liam Bushby, global creative directors at Ogilvy UK, emphasized the importance of reaching younger consumers without alienating longtime fans. “This audience has a million things vying for their attention every single day, so we had to make sure that we stood out,” they explained. “We believe that this distinct tone of voice will continue to win new fans for Hellmann’s from the younger generation.”
This campaign builds on Hellmann’s recent efforts to stay culturally relevant. In 2024, the brand launched its first independent island on Fortnite, tapping into the global Gen-Z gaming community. It also made a surprising entry into the fashion world with a playful appearance at London Fashion Week, unveiling the luxury Margaret Bag in collaboration with cult label Chopova Lowena.
Additionally, Hellmann’s recently gained attention with a nostalgic, tongue-in-cheek recreation of the iconic deli scene from When Harry Met Sally—a social media-led campaign developed by VML New York that brought the brand’s flavor front and center during a high-profile Big Game spot.
As Bring Out the Best rolls out across TV, digital platforms, and social media, Hellmann’s invites both loyal fans and curious newcomers to rediscover why it has remained the world’s number one mayonnaise for generations—with a dash of fun and a whole lot of flavor.
