For this project we were tasked with creating a bold and creative campaign for Hellmann’s that positions it as the G.O.A.T. (Greatest of All Time) in the eyes of Gen Z and Millennial food lovers. The main objective of this campaign was to explore what it truly means to be the G.O.A.T., while helping Hellmann’s maintain its iconic status and grow relevance with a younger, digitally engaged audience.                

My approach to this brief was to develop a playful, visually led concept that blends pop culture and humour. Using the idea of a real goat alongside Gen Z’s favourite sports stars, I created the Hellmann’s Hero food truck - a mobile promotion that turns up at sports events, pubs and clubs, offering snacks and shareable moments. A QR code links people to the campaign online. The main message of this campaign Hellmann’s is more than a staple - it’s still the champion, the original, and forever the G.O.A.T. in food culture.