Webinar: DMA Award Winners' 2025 Showcase - Creative Solution Gold

‘Club Classics’ saw Ogilvy UK and Hellmann’s bridge a cultural chasm with Gen Z by turning an internet in-joke into a real-world moment fans couldn’t ignore.

Faced with a generation who saw Hellmann’s as “the mayo in their parents’ fridge”, the brand chose to feed the fans and fuel the fandom, claiming a fan-led conversation and transforming it into an iconic cultural experience.

Join the team from Ogilvy UK and Hellmann’s as they take you through:

• The marketing challenge behind winning over Gen Z and repositioning a heritage brand within modern fan culture.

• The strategic decision to lean into internet mischief, irony and fandom rather than traditional advertising.

• How a banned sandwich bag poster inspired a limited-edition, edible ‘Club Classic’ that became instant cult merch.

• The fast, guerrilla-style creative execution that took the idea from concept to fans’ hands in just five days.

• The results behind the award win: 2.7 million organic reach, 16.5 million impressions, 60,000 TikTok engagements, and a cultural moment fans dubbed “the most iconic tour merch of the summer”.

Don’t miss your front-row seat to the boldest thinking, sharpest creative solutions, and culture-first ideas redefining how brands connect with audiences.