Campaign: Chopova Lowena and Hellmann’s

Objective: Hellmann’s and avant-garde fashion label Chopova Lowena got together and whipped up some condiment couture—a handbag designed to carry mayonnaise.

Why it works: 

1. Engaged loyal customer base
2. Unique play on product brand swag
3. Surprise factor of product

Details: 
Hellmann’s and avant-garde fashion label Chopova Lowena got together and whipped up some condiment couture—a handbag designed to carry mayonnaise. The white ‘Margaret’ bag, named after Hellmann's co-founder Margaret Hellmann, features specially crafted compartments to snugly fit a jar of Hellmann's mayo and a Victorian-style spoon. Spearheaded by advertising agency Ogilvy UK, the style adds a touch of vintage flair with a nostalgic lid charm.

Images