HELLMANN'S | Sauce it up
Ask: How can we visually show that Hellmann’s is the GOAT of transforming food?
Insight: Behind every great sauce, there’s always Hellmann’s, the base that brings everything together.
Idea: “Sauce it up” is a visual campaign that proves Hellmann’s can upgrade even the most basic ingredients.
Role: Art Director, Copywriter & Designer
Client: Hellmann's
Print Campaign
A series of three vertical, minimalist print ads.
Basic ingredients. Tomato, garlic, and avocado, visually elevated by a Hellmann’s swirl. No headline. No copy. Just pure visual storytelling. A simple tagline, “Sauce it up.”, lives subtly within the layout. Not to explain, just to seal the message.
Special edition kIt
"Sauce It Up" kit available in select supermarkets, includes a jar of Hellmann’s, the hero ingredients (like tomato, garlic, avocado), and easy-to-follow recipe cards that teach you how to make next-level sauces at home.
Leftover Chef app
An AI-powered app that helps users reduce food waste by turning their fridge leftovers into delicious, Hellmann’s-based meals. Just snap a photo of what’s in your fridge, get recipe ideas instantly, and Sauce it up!
