Hellmann’s is back on the field this season with a campaign that turns game-day snacking into an art form. Created by VML New York and directed by Miles Gillespie, the brand’s latest campaign celebrates every type of football fan — from the passionate diehard to the casual snack enthusiast — with one unifying ingredient: Hellmann’s buffalo chicken dip.
The spot highlights the humor and chaos of game-day gatherings, featuring a diverse lineup of fans — the overzealous “couch coach,” the clueless newcomer trying to understand the rules, and the snack-driven guest who’s just there for the dip. The message is simple and playful: “Other dips try. This dip scores.”
Dana Stalker, group creative director at VML, summed it up best: “We’ve all watched a game with the football first-timer — someone who doesn’t really know what’s going on. But if they show up with the best dip in the world, made with Hellmann’s, we’re happy to have them on the team.”
The campaign goes beyond television with a full-field media strategy, spanning NFL and college football broadcasts, digital video, influencer collaborations, and paid social. It ensures Hellmann’s presence throughout the entire season — from tailgates to post-game celebrations.
Titled “Do Dip,” the initiative continues Hellmann’s tradition of fusing food, sport, and culture into one cohesive message. It follows previous standout efforts like:
- “Mayotivations,” featuring Titans quarterback Will Levis delivering “mayo-tivating” pep talks.
- “Will Levis No. 8,” a quirky fragrance celebrating the scent of tailgate glory.
- A series of five Super Bowl ads, including “When Sally Met Hellmann’s” starring Meg Ryan and Billy Crystal.
- And most recently, the “House of Hellmann’s” denim drop — bridging football fashion with flavor.
By embracing humor and cultural relevance, Hellmann’s has positioned itself not just as a condiment brand but as an essential player in America’s football tradition — where flavor, fun, and fandom collide.
