Client: Hellmann’s Mayonnaise
Agency: VML

ECD: Susan Golkin
GCD: Dana Stalker
GCD: Peepo David
Art Director: Helen Hulsey
Copywriter: Cat Lindberg

My partner and I were the core creative team across all of Hellmann’s Super Bowl social media content. We designed filters, edited TikToks, and most notably, orchestrated a social media takeover featuring Mayo Cat, the star of our Super Bowl spot, that resulted in a 40.5% increase in impressions. First ever cat-led takeover of a mayonnaise brand. Put that in Adweek.

MAYO CAT SOCIAL TAKEOVER

To draw attention and tease our campaign, we tweeted out keyboard smashes, as if a cat were walking across the keyboard. It’s also a form of internet slang.

Then, we let the world know Mayo Cat was online with a profile revamp.

During the week leading up to the Super Bowl, Mayo Cat capitalized on the resurgence of kawaii cat emoticons to express her thoughts and passions to the world. It was an opportunity too good to miss. In return, the world listened, with a 40% MoM lift in impressions. 

On game day, we brought Mayo Cat’s playful attitude to the big game.

We live tweeted during the halftime show, playing into Usher’s iconic performance (and the lack of a certain other celebrity’s performance…)

We also came up with live responses to other brands’ Super Bowl spots, which included me editing a mullet onto a cat.

After game day, we sustained the momentum with more Mayo Cat content, including a fan cam (obviously.)

Oh, and I also designed a celebrity profile for Mayo Cat that ran in the Super Bowl issue of People magazine.