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 Hellmann’s ambassador 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 food critics.
Having never visited Singapore despite his global experience, Luke’s first introduction to local cuisine—guided by Dr 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 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. Everything from traditional hawkers to high-end Peranakan dining was part of the
In the third and final episode, Luke and Dr Tay went head to head at home, coming up with new dips.
Behind the scenes
Featured on
Mumbrella Asia Awards 2018
Shortlisted - Best Use of Social Media Influencer
Shortlisted - Best Use of Social Media Influencer
