The Campaign

My campaign "GOAT for the GOAT!" is based on the idea that even the greatest of all time (GOATs) have to make choices in their daily lives. And sometimes, nothing is more important than enjoying a sandwich with Hellmann’s — not even a helmet before a race, a ball in a decisive moment, or an audience waiting for a performance to begin. This unexpected contrast between the extraordinary and the simple adds humour and exaggeration, making Hellmann’s not only irresistible but the true choice of the GOATs.
The campaign positions Hellmann’s as the ultimate choice for legendary athletes, musicians, and professionals, showing them putting aside even their most essential tools to savour a sandwich. Through humour and surprising scenarios, the campaign refreshes the brand’s connection with Millennials and Gen Z, making Hellmann’s feel fresh, relevant, and unmissable. It lives across digital platforms such as TikTok and Instagram, as well as in offline media, embracing a lively, dynamic, and playful tone.