In collaboration with Melbourne fashion label Reigner.
Hellmann’s has released a mayo-dispensing bowtie in a campaign via Thinkerbell.
The work, produced, developed and rolled out across social in partnership with Hogarth, is fronted by NRL superstar Kalyn Ponga.
“On the field, I’m known for flair, and teaming up with Hellmann’s let me bring that same energy to the dining table,” said Ponga.
“The BYO Bow is unexpected, cheeky, and seriously stylish. Aussies love their mayonnaise, and this proves we’ll go to any length to get our fix.”
One in five (19%) Australians admit to smuggling their own condiments into restaurants, according to Hellmann’s. More than half (53%) said BYO condiments are socially unacceptable.
The BYO Bow was created in collaboration with Melbourne fashion label Reigner.
“A distinctive brand asset turned into a real-life tool for mayo lovers, the BYO Bow reminds Aussies that every meal, even those from the fanciest restaurants, could use some Hellmann’s deliciousness,” said Thinkerbell head creative tinker, Cat Williams.
“Another standout example of a Unilever brand meeting its consumers in a bang-on, culture-led way,” said Hogarth’s content strategy director, Lilli Lo Russo.
Kudos to Hellmann’s for trusting us, Hogarth and Thinkerbell, to make work that actually connects, cuts through, and, honestly, makes people laugh.”
Coverage across Daily Mail, social media platform, Kayo Sport, and influencer reactions from the likes of LavenderBaj and more appear with the BYO Bow.
“Australians aren’t prepared to compromise when it comes to transforming everyday meals, even if it means bending the rules,” said Unilever brand manager Sara Rodrigo.
“Our research shows over half (53%) say BYO sauce is socially unacceptable, creating a delicious divide in dining etiquette.…until now.
“With the launch of the BYO Bow, Hellmann’s is giving Aussies permission to elevate any dish, anywhere, with our unmistakably thick and creamy mayonnaise. From the local pub counter meal to a penthouse dinner party, Hellmann’s proves that great taste belongs everywhere!”
Credits
Creative and earned: Thinkerbell
Client: Unilever
Content and Influencer production: Hogarth
Fashion partner: Reigner
Talent: Kalyn Ponga
