Social media is filled with images of restaurant meals. But the meals that people have cooked themselves – often with love, often meaningful reminders of sharing food, sometimes valiant attempts at creativity – tend to be overlooked in their “glory box” posts.
When Unilever brand, Hellmann’s, conducted research with Opinion Box, it discovered that more than half of the respondents’ social feeds feature more restaurant dishes than homemade ones — even though most of their meals are actually eaten at home. And 60% said they wish they received more compliments for their culinary creations.
Most Brazilians have emotional memories connected to homemade food, especially the family Sunday lunch where potato salad is usually a staple. So, Hellmann’s and creative agency, Euphoria Creative, hosted an art exhibition in São Paulo Brazil, dedicated to this traditional Brazilian family dish, that is often decorated. The initiative, Food Art, gathered photographs of the dish taken by everyday Hellmann’s fans and turned them into works of art, as a tribute to the classic recipe and a nod to famous art styles, dubbed Mayonnaisism. The artworks featured flowers made of onions, swans made from tomatoes – and signalled an artistic movement that translates the desire for recognition that has always echoed in Brazilian kitchens.
The exhibition featured fifteen framed photographs of real, decorated potato salads, created by consumers who turned their homemade recipes into real works of art. Each creation tells touching stories of affection, memory, and connection around the table, celebrating not only the dish but also family traditions and the culinary creativity of Brazilians.
Recipe submissions were gathered through Hellmann’s Brazil social media channels, and the cooks sleected had the chance to see their works displayed at a private exhibition in a real art gallery, Galeria Caribé, in São Paulo in the beginning of 2025. At the event, visitors not only saw the artistic creations displayed and learned the stories behind each dish, they also enjoyed a special tasting of The Real Mayonnaise.
The full campaign then included special OOH pieces that featured decorated potato salad as art in São Paulo’s Avenida Paulista, the number one culturally relevant avenue in the city where the most well-known art museum in the country is located, creating a real open-air gallery. And Hellman’s took two of the home cooks onto a popular morning TV program to share their stories. Through the entire Food Art initiative, Mayonnnaisism gained traction on social media, with hundreds of Hellmann’s consumers posting pictures with the #AVerdadeiraArte showing their own family recipes of the traditional potato salad, featuring creative decorations. Lastly, five of the art pieces displayed on the Food Art exhibit will be auctioned on eBay and proceeds will be directed to the family cooks who crafted them.
Credits
Client Unilever [Hellmann’s]
Client Team: Carolina Riotto, Guilherme Moraes, Kaio Silva, Julia Nascimento, Rodrigo Latance, Bruna Olmos, Pamella Dias
Creative Agency: Euphoria Creative
Creative Team: Marcelo Rizério, Ricardo Alonso, Elisa Gerber, Rafael Guth, Matheus Maud, Davi Correia, Bianca Fratus
Content: Paula Baião
Planning Team: Caio Del Manto, César Villas Bôas, Guilherme Maineti, Julia Saldanha
Account Service: Andressa Fukunaga, Amanda Teixeira, Talita Lima, Wellington Faustino
Data Insights: Tiago Santos
Production: Cris Almeida, Larissa Gonzaga
Creative Concept & Production: Ware Studio
Creative Direction & Photography: Eliza War
Creative Producer &1AD: Amanda Rios
2AD: Julia Martini
Head of Production: Patricia Soares
Video Director: Caio Vieira
DOP: Esley Andrade
Sound: Cesar Antunha
Live Marketing Agency: HUB Brasil
Influencer Agency: BR Media Group
Media Agency: Initiative
Digital Agency: Buena Onda
PR Agencies: Edelman Brazil & Euphoria Creative
