Hellmann's Superbowl

Early 2023, I had the incredible privilege of contributing to the latest Hellmann's Mayo Super Bowl Campaign alongside renowned actors John Hamm, Brie Larson, and Pete Davidson.
The U.S. wastes 80 billion pounds of food every year. 40% of this food waste happens in homes. The goal was to bring awareness around the issue of food waste in the U.S. across all age groups, and create excitement around a popular product that everyone is already familiar with.

This was done by creating a 60 second spot that targets adults aged 25-64, to be played during the Superbowl. As well as crafting a series of captivating web modules and pages for Hellmanns.com. This included pre-game, game-day, and post game modules, containing recipes to make using leftovers (and mayo).


99M+ people reached through the 60s spot during the Superbowl Game.
2x Hellmann’s Sales Goals.
42M impression on “Make Taste Not Waste.”
83% of earned PR mentioned food waste.

Working with such talented individuals was a career milestone; being able to showcase my skills and creativity on a grand scale.

SuperBowl Commercial
Game Day Recipes

© 2023 Yehia Abouseif.