Hellmann's: In This Together


This is my winning D&AD New Blood Entry for 2018. The brief was to combat throwaway food and cut food waste with a device, publication or service from Hellmann's. 

My response to this brief was to create a device called the 'Mayoshaker'. The Mayoshaker is a classic Hellmann's branded preserver jar, that when you get to the last inch of Hellmann's real mayonnaise, you can collect food from your fridge and cupboard and chop everything up to be put in the jar then shaken up to create pasta sauces, sandwich fillers, etc. 

The Mayoshaker will be marketed using the campaign - 'In This Together'. The copywriting and design of this project was inspired by World War 2 posters that were against food waste in combination with more contemporary 'emoji' styling to suit a wider audience. I wanted to channel this popular nostalgia marketing with In This Together since Hellmann's is a classic heritage brand. 


Music - Ben Jones

Voice Actor - Finn Callan