Raising homemade food to art, celebrating household customs and associating mayonnaise to culture is what it has achieved Hellmann’s In Brazil with a marketing initiative. The Unilever brand has put the classic potato salad at the center of its communication thanks to a Artistic exhibition and the creation of style “Mayons.”

The strategy, devised by the creative agency EUPHORIA CREATIVEstarted from the insight that in social networks the dishes made at home tends to be dismissed. According to a brand study with Opinion Box, half of the respondents publish in their social networks more restaurant dishes than Caseros, although they eat more at home than outside of it.

To solve it, the brand turned the potato salad – one of the most famous recipes in Brazil and in which mayonnaise is a fundamental ingredient – in an art exhibition with space for valuation and reflection. An initiative that has worked cultural relevance of the product in an innovative way and that we have considered it appropriate to highlight now for its inspiring capacity.

Thus, at the end of January, Hellmann’s launched the “Food Art” initiative, for which he selected the best potato salad creations among his followers on social networks. With them he prepared the Recentary “A Trueira Art” and presented his photographs in the Caribé gallery of São Paulo. But beyond some paintings, the brand offered a narrative of Memories around the table, celebrating family traditions and the culinary creativity of Brazilians.

In order to give context to each work and transmit their values ​​from the exhibition, Hellmann’s also published a video piece in which he interviewed the participating creators to understand What does potato salad mean for them: From a form of expressiveness, to a way of liberation, an anxiety therapy or even an artistic inspiration for life.
The brand, on the other hand, Five of the pieces auctioned on Ebay of art exhibited in the exhibition and allocated their profits to its creators.

In addition, Hellmann’s shared The creators’s reaction Seeing their 15 works prepared with egg, mayonnaise and other ingredients, in real art paintings. The brand worked the emotional connection, not only with the creators, but with the audience as a whole, as well as that of its product with the Brazilian culture.

“Mayons” was activated in social networks and in external advertising, with graphics in one of the most active streets at the cultural level of the city, Paulista Avenue of São Paulo, where Hellmann’s created a Outdoor exposure To expand the scope. He also took the works to the morning program of Brazilian television “Diário das Celebrities”, where two of the artists of the initiative were able to explain the meaning of their creations.

Likewise, Hellmann’s encouraged followers to share their own family recipes for potato salads with the hashtag “A trueira art.” His goal was to shape a Artistic movement that the brand calls how “Mayons”in reference to the modernism that conquered the country a century ago.

Carolina Riotto, Marketing Director of Unilever Foods in Brazil, explains to The Stable that by holding an important role as a reference mayonnaise in the country’s homes, they feel that they participate in your family moments and your legacy“With this exhibition, we wanted to give prominence to the true artists – family chefs – when taking their creations to an art gallery, to turn the mayonnaise into culinary art”