This integrated campaign repositions Hellmann’s as the silent hero of the kitchen, aiming to engage Gen Z and Millennial audiences through humour, relatability, and bold visuals. Centred around the concept that mayonnaise can’t solve life’s big problems—but it can save your meal—the campaign plays with everyday struggles Hellmann’s can’t fix, followed by food moments it can. The social media strategy leverages Reels, Stories, and high-contrast visuals to drive engagement, supported by the hashtag #hellmannssaves, inviting user-generated content and real-life meal rescues. The print and outdoor components amplify visibility through high-traffic billboards and creative building projections placed in relevant, urban locations. These placements aim to enhance resonance by tapping into shared daily experiences. By blending humour with culinary relevance, the campaign gives Hellmann’s a fresh, modern edge while celebrating its essential role in mealtime, making it more than just a condiment, but a dependable kitchen sidekick.