Hellmann’s got people named Heinz to change their name to show their love of mayo over ketchup

The Edelman campaign took off from a social media post in Germany

Published On
Apr 12, 2024
Ad of Heinz bottle changing to Hellmann's

Editor's Pick

It started with an innocuous social media post: “Is your name is Heinz, but you prefer mayo? Change your last name to Hellmanns and we’ll make you a mayo star! 🤩 Who’s in?”

Five mayo-loving fans named Heinz came forward and volunteered to swap their last name. Hellmann’s was surprised by the response, but leaned in with Edelman to make a short film about Christoph Heinz as he went through the process of legally changing his name to Christoph Hellmanns.

 

Hellmann’s touted the name changes through out-of-home placements and print ads.

Marketers have had fun with people’s names in the past, most memorably when Taco Bell recruited people named Ronald McDonald to endorse its breakfasts.

Credits

Date
Apr 12, 2024
Client :
Hellmann's
Agency :
Edelman
Global CCO :
Judy John
Global Executive Creative Director :
Andrew Simon
EMEA CCO :
Mattias Ronge
EMEA CCO :
Stefan Ronge
Global Executive Creative Director :
Jamie George Cordwell
Associate Creative Director Art :
Martin Noreby
Associate Creative Director Copywriter :
Simon Lublin
Creative Director :
Johanna Von Rumohr
Senior Designer :
Albert Botelho
EVP Global Client Lead :
Katy Evans
Client Director :
Virginia Landau
Associate Client Director :
Liz Harris
Account Director :
Kristen Moore
Account Manager :
Polly Bagshaw
Client Director :
Viktoria Sievers
Senior Account Manager :
Sarah Helmhold
Strategy Director :
Andrew Versfeld
Head of Strategy :
Jo Tatchell
Chief Strategy Officer :
Melle Hock
Group Program Director :
Blandine Escoffier
Director of Business Affairs :
Hazel Popplewell
Head of Production :
Lucie Hackman
Production Director :
Christian Berg
Assistant Producer :
Polina Grechanikova
Senior Project Manager :
Maren Loesch-Schloms
DP :
Kaja Renner
Editor :
Sean Kirby
Chief Digital Officer :
Felicitas Olschewski
Associate Director Digital Client Services :
Harriet Muddiman
Head of Digital :
Sibylla Henninger
Strategic Account Director Digital :
Isabella Blatter
Account Director :
Elizabeth Adamson
Senior Account Executive :
Barbara Schmitz
Senior Account Executive Influencer Relations :
Caroline Chambo
Influencer Marketing Manager :
Sabrina Graetz
Social Media Consultant :
Tatjana Sliskovic
Associate Creative Director :
Nereu Jacob
Copywriter :
Andres Blumenthal

Need a credit fix? Contact the Creativity Editors

Project Type