Hellmann’s has loyal fans, but younger audiences often see it as basic. Social media is full of viral food trends and over-the-top recipes, the brand needed to feel relevant again and reclaim its role as a go-to ingredient. 

I built creative around the idea that Hellmann’s is what takes food from good to great. The tagline, “Graduate from good to G.O.A.T.,” reframes the product as a need, using playful language and a relevant tone to connect with a younger audience

I created three OOH billboards using bold visuals and wordplay, including the standout, “Spread-ucation,” positioning Hellmann’s as a brand that feels current, clever, and worth buying for younger people.