GRACE MESSARRA
SENIOR COPYWRITER
Kicking off Hellmann's Mayonnaise's partnership with college football to become the official mayonnaise of Southeastern Conference, we pitted some of their top players against each other to compete for the second-most prestigious trophy after The Heisman: The Hellmann's – an award given to the player with the best game day recipe featuring our beloved condiment. See how we took it from just a sketch to precious metal below:
The Hellmann's Award
To kickoff Hellmann's Mayonnaise's partnership with college football to become the official mayonnaise of Southeastern Conference, we pitted some of their top players against each other to compete for the second-most prestigious trophy after The Heisman: The Hellmann's – an award given to the player with the best game day recipe featuring our beloved condiment.
The Hellmann's Announcement Video
Announcement Video on Instagram
Contenders Announcement Video
Will Levis Mayo Coffee Push
The Contest
Our contenders, University of Alabama cornerback Terrion Arnold, University of Arkansas running back Raheim Sanders and Texas A&M University quarterback Conner Weigman each posted a unique recipe to their Instagram page. Fans cast their votes by 'liking' the athlete's videos. On our end, we built up anticipation, partnering with former college quarterback Will Levis, who had recently gone viral for putting Hellmann's in his morning coffee, to promote the campaign. We also uploaded every recipe to the Hellmann's site, cementing their legendary status in each school.
