CONTEXT
The consumption of ASMR and sensual cooking videos has grown exponentially, especially among Gen Z, surpassing 65 billion views on YouTube. Influencers who combine gastronomy and sensuality have amassed millions of followers, reinforcing the connection between pleasure and food. Hellmann’s taps into this trend by highlighting the final touch of a dish as the ultimate moment of flavor.
The world’s No. 1 mayonnaise transforms any meal, taking taste to its peak—just like the climax of an ASMR video.
IDEA
The "#WhosGotTheSauce" campaign celebrates the special touch that makes all the difference—both in food and in life. In pop culture, "having the sauce" means being unique, authentic, and irresistible—that one detail that makes someone stand out from the crowd.
Just as Hellmann’s transforms any dish into the ultimate flavor experience, people with "the sauce" have a distinctive edge that makes them unforgettable.
The consumption of ASMR and sensual cooking videos has grown exponentially, especially among Gen Z, surpassing 65 billion views on YouTube. Influencers who combine gastronomy and sensuality have amassed millions of followers, reinforcing the connection between pleasure and food. Hellmann’s taps into this trend by highlighting the final touch of a dish as the ultimate moment of flavor.
The world’s No. 1 mayonnaise transforms any meal, taking taste to its peak—just like the climax of an ASMR video.
IDEA
The "#WhosGotTheSauce" campaign celebrates the special touch that makes all the difference—both in food and in life. In pop culture, "having the sauce" means being unique, authentic, and irresistible—that one detail that makes someone stand out from the crowd.
Just as Hellmann’s transforms any dish into the ultimate flavor experience, people with "the sauce" have a distinctive edge that makes them unforgettable.
EXECUTION
"Who’s Got the Sauce?" ASMR and sensual cooking influencers will create content showcasing Hellmann’s as the perfect finishing touch. In the video, they will highlight someone they believe "has the sauce" (a celebrity, a friend, or someone they find attractive) while preparing or enjoying a delicious dish.
At the moment of adding Hellmann’s and taking a bite, they will do a double reaction—responding both to the bold flavor of the mayonnaise and to the person they chose.
The video blends a reaction to the taste of the food with admiration for the chosen person, playing with the analogy between gastronomic pleasure and attraction.
At the end, the audience is invited to join the #WhosGotTheSauce challenge, where they’ll create their own creative responses and videos, sharing people they admire—those who truly "have the sauce".
"Who’s Got the Sauce?" ASMR and sensual cooking influencers will create content showcasing Hellmann’s as the perfect finishing touch. In the video, they will highlight someone they believe "has the sauce" (a celebrity, a friend, or someone they find attractive) while preparing or enjoying a delicious dish.
At the moment of adding Hellmann’s and taking a bite, they will do a double reaction—responding both to the bold flavor of the mayonnaise and to the person they chose.
The video blends a reaction to the taste of the food with admiration for the chosen person, playing with the analogy between gastronomic pleasure and attraction.
At the end, the audience is invited to join the #WhosGotTheSauce challenge, where they’ll create their own creative responses and videos, sharing people they admire—those who truly "have the sauce".
Use of images and AI
🇧🇷 Português:
As imagens de apoio desta campanha foram criadas com o uso de inteligência artificial, explorando novas possibilidades visuais para representar o conceito de forma criativa e contemporânea.
🇧🇷 Português:
As imagens de apoio desta campanha foram criadas com o uso de inteligência artificial, explorando novas possibilidades visuais para representar o conceito de forma criativa e contemporânea.
🇺🇸 English:
The supporting images for this campaign were created using artificial intelligence, exploring new visual possibilities to represent the concept in a creative and contemporary way.
The supporting images for this campaign were created using artificial intelligence, exploring new visual possibilities to represent the concept in a creative and contemporary way.
Thanks!
Art Direction and Copy: Beatriz Prada
Art Direction and Copy: Beatriz Prada
