HELLMANN’S X MATTY MATHESON | A MATCH MADE IN MAYO
When it comes to mayo, Hellmann’s is king. But cost concerns were becoming a customer pain point. So, Unilever Food Solutions North America came to us and asked if we could remind foodservice professionals of one very simple thing: when your reputation is on the line, Hellmann’s needs to be in your pantry.
REAL TALK
Say hello to “Real Talk.” Our no-frills, no-jargon, straight-up campaign with in-your-face statements about the real risk of cutting corners. Disrupting the status quo and reminding professionals they’re only as good as the condiments they keep. And reminding them of the real benefits of Hellmann’s and Best Foods Real Mayo.
ENTER MATTY MATHESON
But talk is cheap. We needed a REAL influential partner who could elevate the Real Talk Campaign and speak to chefs on their terms. Enter — Chef, restauranteur, youtube star and Fak from “The Bear” — Matty Matheson.
To kick off the partnership, Matty professed his true love for the creamy, dreamy Hellmann’s goodness to his nearly 3.5 million followers.
The internet exploded! Fans cheered, foes fumed and competitors trembled. Even culinary queen Christina Tosi weighed in, crowning Hellmann’s as the GOAT.
From there we released a series of REAL TALK content where Matty gets real with chefs and operators on how Hellmanns’s (Or Best Foods if you’re from the West Coast is the GOAT when it comes to mayo in your operation.
The proof was in the mayo icing. Matty is as real as it gets and the response was huge. In fact we even got a bit noticed.
SILVER - The Drum Awards, Influencer in B2B Marketing 2024
But we were just getting started. Because in 2025 we took it to the next level. We needed to clapback at the haters and call out the naysayers. This was not just about sending the check… This is a real deal partnership.
We brought Matty back, but on a whole ‘nother level. Building off a tiktok trend of Chef’s Kitchen Confessions, we found Matty in the dry storage confessing all of his deep dark secrets to his trusted partner Hellmann’s. We shared long and short form content across social and paid media channels reiterated that this partnership is for real.
A final love note to Hellmann’s played off trending tiktok chefs who make steamy/vibey recipe ASMR videos.
