East Meets West
Client: UFS - Hellmann's Mayonnaise   |   Agency: Societal   |   Role: Art Director   |   Market: Singapore
To launch Hellmann’s in Singapore, the brand used cultural exchange as a credibility driver.
The campaign paired a local food authority with a well renowned chef from its country of origin to spark conversation and demonstrate relevance in a local context. The collaboration brought together Luke Thomas, Britain’s youngest head chef, and Dr Leslie Tay of @ieatishootipost, one of Singapore’s most trusted local food critics
Having never visited Singapore despite his global experience, Luke’s first introduction to local cuisine—guided by Dr Leslie Tay—became a series of culinary challenges that showed how Hellmann’s could adapt seamlessly to Singaporean flavours.
In the first episode, we set up the challenge to make mayonnaise go with everything, and introduced Chef Luke as the mayo expert, and Dr Leslie Tay as the sceptical onlooker.
In the second episode, our influencers went on a tour of Singapore’s iconic dishes, and Luke came up with dips for each on the spot. They tried everything from traditional hawkers to high-end Peranakan food dishes.
In the third and final episode, Luke went head to head at Dr Leslie Tay's home, coming up with new dips.
Behind the scenes
Featured on
Mumbrella Asia Awards 2018
Shortlisted - Best Use of Social Media Influencer
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