A Centennial Celebration For An Iconic American Brand.

Hellmann’s has been bringing out the best Mayonnaise for years, and wanted to celebrate it’s 100 birthday in spectacular fashion!

How did we help Hellmann’s Mayonnaise celebrate their 100 year Birthday? With an epic party hosted by celebrity chef Mario Batalli in NYC — just blocks away from where Hellmann’s was founded at Richard Hellmann’s Deli.
MediaWorx developed a priority-market, customer-radio contest to reach Hellmann’s fans across America for a chance to win a trip to NYC for Hellman’s ‘Blue Ribbon’ birthday event.


Leading radio stations in New York invited consumers to join the Hellmann’s celebration for lunch and to participate in setting a Guinness World Record for the largest picnic table ever assembled. The final birthday bash was held at Hudson River Park in NYC, emceed by local radio legend Race Taylor.

The 100th birthday celebration was the pinnacle of a year-long media activation campaign that was leveraged with Hellmann’s top customers for in-store merchandising support.

The Results

MediaWorx drove target sales goals while achieving best ever support with key retailers.

Including Katie Holmes, Mario Batalli, chef Tim Love and basketball legend Paul Pierce.

Sales and share records were set, along with a Guinness World Record.

The Skillset

We implemented Event Installation, Media Planning & Buying, Media Strategy, 360 Campaign Activation, Media Promotion and Customer Driven Media

More Work


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