Let’s get real. We love what we do. And when that work culminates in glittering recognition, like the Silver Drum Award we received in 2025 for the “Real Talk” campaign with Unilever Food Solutions, it’s icing (er, mayo) on the cake.
The Challenge
In a crowded culinary landscape, how do you underscore the undeniable superiority of an ingredient like Hellmann’s Mayonnaise without cutting corners on authenticity? Our mission was clear: get real about the risk of compromising on quality, and prove that investing in Hellmann’s consistently delivers superior flavor and performance, directly impacting an operator’s menu and bottom line.
Our Approach
Together with Unilever Food Solutions, we created “Real Talk,” a breakthrough B2B digital creative, PR and influencer campaign. Our muse? Chef Matty Matheson — a respected, irreverent culinary voice and a genuine Hellmann’s fan. We brought Matty and guest chefs into the kitchen for a digital culinary series where they shared recipes, hacks and, most importantly, real talk about why Hellmann’s is non-negotiable in their kitchens. It was real chef-to-chef conversation, relatable and rich with practical insights, perfectly targeting Unilever’s casual dining audience while leveraging Matty’s crossover appeal to reach new consumer audiences.
From a custom Matty recipe to a viral testimonial video — the most viewed UFS post ever on Instagram — every element was designed to create high-impact, multichannel activations.
The Award-Winning Results
The “Real Talk” campaign didn’t just create buzz; it delivered. We generated an impressive +197 million impressions, 948,139 clicks and 2,362 leads. Most deliciously, it contributed to a +60 bps market share increase for Hellmann’s. This success was crowned with a Silver Drum Award in the Food + Beverage category, a global first for Unilever Food Solutions, celebrated at the 2025 awards ceremony in New York City.
This recognition fuels our hunger to keep pushing boundaries. And we didn’t stop there — our partnership with Unilever Food Solutions continued to cook up more delicious stories with “Kitchen Confessions with Chef Matty Matheson” in 2026.
