Hellmann's The Ultimate Condiment for Cultural Relevance

Client: Unilever

When Charli XCX’s "sandwich in a bag" controversy went viral, Hellmann's, the undisputed king of the sandwich, seized the moment. Our core idea, a swift WPP collaboration (Ogilvy & Mindshare), ingeniously inserted Hellmann's into this cultural phenomenon, transforming a viral moment into a tangible brand experience.

This experiential concept was strategically designed to drive cultural cut-through and social conversation, targeting Charli XCX's audience on X and TikTok. It was crafted to maximise organic mentions, impressions, and positive brand sentiment.

Briefed in under two weeks, the WPP team, with Mindshare leading media, leveraged its agility and expertise for rapid execution. Results were outstanding: 44 organic mentions, 4.7M X impressions, 11.9M TikTok impressions, and a doubled spike in positive brand sentiment. This campaign showcases the power of integrated WPP collaboration, delivering impactful, culturally resonant results at speed.