“Call for Hellmann’s” brings the energy and language of the sidelines to game day favorites all football season long

HOBOKEN, N.J., Sept. 2, 2026 /PRNewswire/ — As football returns this fall, Hellmann’s is calling the plays for a winning spread. To kick off the season, America’s #1 mayonnaise brand is introducing “Call for Hellmann’s,” a new campaign that brings the language and energy of the sidelines to fan-favorite dishes. Because when a winning spread is on the line, there’s only one call to make: Hellmann’s.

Inspired by football’s own plays, calls, and rituals, the spot draws up two delicious plays designed for football season. In “Make the Call,” Hellmann’s Real Mayonnaise takes a classic burger to the next level with rich, creamy flavor, while “Chicky Tenders” pairs chicken tenders with the bold flavors of Hellmann’s Chipotle and Spicy varieties. With coach-inspired direction and original music inspired by classic football films, the spots blend nostalgia, humor, and familiar football lingo to turn game day food moments into memorable plays.

“Football and food have always gone hand in hand and Hellmann’s has a natural place in so many of the dishes that fans reach for on game day,” said Jessica Grigoriou, SVP Marketing, Condiments at Unilever North America. “With ‘Call for Hellmann’s,’ we’re having fun with language fans already know and love, while celebrating the food, rituals, and flavors that bring people together all season long.”

As Hellmann’s continues to deepen its presence in football culture, the brand is taking “Call for Hellmann’s” from the screen to the sidelines, tapping into both college and professional football fan bases through its ongoing partnerships with the Big Ten Conference, University of Alabama, University of Florida, University of Arkansas, University of Texas, University of Georgia, New York Giants, New England Patriots, Tennessee Titans, Philadelphia Eagles, and New York Jets.

Throughout the season, Hellmann’s beloved mascot, Manny Mayo, is hitting the road with Hellmann’s food truck serving up sliders, trivia, giveaways, and more.

• September 13 at MetLife Stadium
• September 20 at MetLife Stadium
• October 4 at Lincoln Financial Field
• October 11 at Gillette Stadium

“Call for Hellmann’s” will remain in play throughout football season across national TV, streaming, and social.

For more information, visit www.Hellmanns.com and follow Hellmann’s on social media.

Agency Credits

• Creative Agency: VML NY
• Media Agency: WPP Unite
• Influencer: Village
• Public Relations Agency: Edelman
• Sports Marketing: THE•TEAM
• Social Creative: ChukMedia
• Production Company: Good Behavior
• Director: Pete Marquis
• Producer: Adam Lawson
• Editorial: Mack Cut
• VFX: Mack Cut
• Sound: Sonic Union
• Color: Rare Medium

Media Contact:

Allie Wilbun
allie.winbun@edelman.com

About Unilever in North America

Unilever is one of the world’s leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, and Foods products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of €60.8 billion in 2024. Our leading brands in North America include Dove, Hellmann’s, Vaseline, Degree, Axe, TRESemmé, Knorr, Nutrafol, Liquid I.V., Paula’s Choice, and Dermalogica.

For more information on Unilever U.S. and its brands visit: https://www.unileverusa.com

For more information on Unilever Canada and its brands visit: https://www.unilever.ca

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SOURCE Hellmann’s