Hellmann’s wanted to help its consumers celebrate summer and make the most of it.

Playing off the rising consumer trend of ‘life hacks’, Ogilvy & Mather London  created a new social campaign for Hellmann’s Mayonnaise called ‘Hellmann’s Summer Hacks’.

Bite-sized pieces of digital content designed for social media demonstrate new and innovative ways to make summer outdoor eating even more pleasurable, allowing the brand to join in the conversation and make Hellmann’s matter.


We stored summer in a jar, with our Hellmann’s jar solar powered lantern, to help those picnics keep going even after the sun goes down.

We created the jar-BQ, a BBQ that fits in your bag, for those on-the-go burgers.

We built a BBQ that dances to a DJ deck to turn any BBQ into a party.

And a robotic 3D printer arm that creates mayonnaise selfies on burgers. Who wouldn’t want that?!

These hacks are featured in four hero films. On top of that the campaign includes a selection of short film clips and images which feature ideas such as how to turn an empty Hellmann’s jar into a mobile picnic, a simple way to keep burgers warm after they are cooked and a collection of fresh and interesting recipes using Hellmann’s.

The campaign ran in six markets throughout Europe and achieved a global reach of 1,849,063 with 367,220 global views and lot of summer love from the media and the general public. The jar-BQ has since gone into production and the burger selfies have gone on tour.