Hellmann's Easter Campaign: Key Findings
Hellmann's is running an Easter campaign built around the eggs that have appeared on its mayonnaise label for generations.
The campaign, called "Label Hunt," was developed by VML and WPP Unite and is supported by social content, behind-the-scenes film, and influencer activations.
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The brand has partnered with Mr. Doodle, a British artist known for covering entire homes, murals, and surfaces in tightly packed black-and-white illustrations.
One hundred limited-edition jars, each individually illustrated by Mr. Doodle, are available on Amazon between March 12 and April 4.
The campaign works entirely within Hellmann's existing brand identity, finding a seasonal story in assets it has always had.
Mr. Doodle's Smallest Canvas Yet
Mr. Doodle has filled entire buildings and wedding suites with his dense, cartoon-like work.
The Hellmann's label is a different brand proposition, however, as it is a small, printed surface with existing artwork that he is illustrating over and building on.
The result is a jar a shopper might actually want to keep.
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Jenna Dowd, associate marketing director at parent company Unilever, framed the campaign around finding a surprising entry point into the Easter season.
"Easter is a key consumption moment for Hellmann's, and while the season is often dominated by candy and sweet treats, we wanted to bring something unexpected to the table," she said.
"We're inviting shoppers to join a modern Easter egg hunt — one hidden in plain sight on our labels with a chance to become a true art collector."
Limiting the run to 100 jars also keeps the collectible angle credible.
If the number were to be higher, Hellmann's risk would be that the rarity would disappear, and then so would the reason to keep and share it.
Commerce and Culture on the Same Shelf
The campaign routes entirely through Amazon, which means the collectible element is built into a purchase shoppers might already be making.
James Phillips, creative commerce executive lead at WPP Unite, spoke about the logic of using the label itself as the creative territory.
"Easter is usually all about chocolate bunnies and colorful candy, but at its core, it's always been about eggs — and no one owns eggs quite like Hellmann's," he explained.
"Our collectible Easter egg jars are a simple, surprising twist that only Hellmann's could do."
Mayonnaise is the category Hellmann's was built on.
North America accounts for approximately 38% of global mayonnaise consumption, making it the largest regional market in a category valued at $11.9 billion worldwide in 2024.
Easter is also one of its higher-consumption windows, given its ties to popular egg dishes and spring entertaining.
The campaign gives Hellmann's a cultural story to tell at Easter without requiring a new product, a new format, or a significant change to its core packaging line.
Hellmann's approach to Easter offers a few takeaways for brands activating around seasonal moments they don't traditionally own:
- Familiar brand assets anchor seasonal ideas. Built-in visuals help the concept feel natural within the occasion.
- Purchase-linked mechanics drive participation. Rewards tied to buying keep the activation commercially grounded.
- Defined scarcity strengthens engagement. Specific quantities make limited drops feel tangible and worth chasing.
In this case, the brand found a seasonal story that was sitting on its packaging all along.
Our Take: Does Art on a Mayo Jar Work?
We think the idea is genuinely good and creative.
Mr. Doodle's work is memorable, the eggs on the label are a real connection to Easter, and 100 jars is the right number to make the offer extra special.
The Amazon-only mechanic is smart too, as it keeps the campaign tied to a real transaction and also gives Hellmann's a way to measure if the campaign worked.
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The con here is that most shoppers will likely never see one of the 100 jars in person.
If the behind-the-scenes Mr. Doodle content is good, this is what has real shareability.
If it's just a product announcement with an artist's name attached, the novelty will probably fade fast.
Food and CPG brands building seasonal campaigns around cultural moments need agencies that understand how to make everyday products feel worth collecting.
Take a look at the top food and beverage branding agencies in our directory.
