Hellmann’s Coach Mayo showing operators how to score big at the Football World Cup
Challenge
With the 2026 FIFA World Cup set to be the biggest tournament in history, Hellmann’s Professional saw a major opportunity to inspire foodservice operators to make the most of increased demand. The challenge? Every brand was competing for the same attention. We needed to create a campaign that engaged both BOH (back-of-house) operators and FOH (front-of-house) decisionmakers, while inspiring diners through irresistible game-day menus. Adding another layer of complexity, strict legal restrictions meant we couldn’t directly reference the tournament, requiring a creative platform that captured the excitement without name-dropping the World Cup.
Insights
When major sporting events approach, operators go into their own training. Prepping staff, refining menus and planning promotions to outperform the competition. At the same time, consumers are looking for bold flavours that elevate their eating experience. From loaded fries and wings to burgers, tacos and a variety of dipping sauces. We recognised that operators didn’t just need products; they needed confidence, inspiration and practical tools to help them stand out. By positioning Hellmann’s as the coach to help them win, we could offer guidance that was genuinely useful while showcasing how its flavoured and core range elevates game-day menus.
Solution
Enter Coach Mayo. The charismatic brand character who became the face of an integrated campaign designed to help operators win during football’s biggest event. Acting as mentor rather than mascot, Coach Mayo delivered practical advice, recipe inspiration and business tools through a digital content hub packed with tip and tricks. Recipe playbooks and flavour pairing tools to profit calculators, limited-time menu ideas and ready-to-use social content. Every element was designed to help operators leverage footfall of the event, simplify operations and maximise sales. Proving Hellmann’s is the perfect match to win at the World Cup.
