VML Leads Hellmann’s Easter Egg Hunt with Mr. Doodle
For generations, Hellmann’s has featured eggs proudly on its iconic label. This year, with the help of Kansas City-based agency VML and others, the brand is turning those eggs into a modern Easter Egg Hunt, blending art, culture, and everyday food in an unexpected way. Hellmann’s has partnered with globally renowned artist Mr. Doodle to create the first-ever Easter egg hunt on mayonnaise jars.
Here’s the social video to illustrate the idea:
Known for covering entire homes, murals, and even his own clothes in tightly packed black-and-white illustrations, Mr. Doodle is taking on his smallest collectible canvas yet: the eggs printed on the Hellmann’s label. When customers order Hellmann’s mayonnaise on Amazon during March 12-until April 4, they will have a chance to win one of one hundred (100) limited edition designed version of the jar, hand drawn by Mr. Doodle.
Images can be found here.
This is a chance for consumers to turn a routine purchase into a rare, limited-edition piece of collectible art. Although Hellmann’s isn’t as top of mind as jellybeans when Easter shopping begins, it’s a food staple that is always good to have on hand.
“Easter is a key consumption moment for Hellmann’s, and while the season is often dominated by candy and sweet treats, we wanted to bring somethingunexpected to the table,” said Jenna Dowd, Associate Marketing Director at Unilever. “We’re inviting shoppers to join a modern Easter egg hunt – one hidden in plain sight on our labels with a chance to become a true art collector.”
The creative commerce campaign, created by VML & WPP Unite, will include behind the scenes looks at Mr. Doodle in action, through a social film. The campaign will also include influencer posts and commerce activations, driving consumers to collect a new kind of Easter Egg and think of Hellmann’s for their holiday feasts.
“Easter is usually all about chocolate bunnies and colorful candy, but at its core, it’s always been about eggs—and no one owns eggs quite like Hellmann’s. In fact, they’ve been on our iconic label all along,” said James Phillips, Creative Commerce Executive Lead, WPP Unite. “Our collectible Easter egg jars are a simple, surprising twist that only Hellmann’s could do.”
Visit https://www.hellmanns.com/us/en/label-hunt-2026.html to join the hunt or www.hellmannslabelhunt.com to learn more.
Be sure to check back here at SCREEN Magazine for more exclusive news and interviews. You can also click right here to subscribe to our weekly email newsletter.
About Post Author
