Strange is resisting this flavor.
Hellmann’s renews its partnership with the Netflix series Stranger Things. The brand had previously launched the limited edition Hellmann’s Sinister Bacon and now introduces Hellmann’s Sinister Cheese flavored mayonnaise.
Built around the concept “Strange is resisting this flavor,” we created a film in which strange things start happening inside a young woman’s house as she appears in the Upside Down. But not even a Demogorgon can stop the protagonist from enjoying her burger with Hellmann’s.
This collaboration between Stranger Things and Hellmann’s allows the brand to further immerse itself in pop culture and spark increasingly authentic conversations with the community.
Alongside the launch of the “Sinister Flavors,” Hellmann’s also introduces its fan engagement platform, “Hellmann’s Fire Club,” inspired by the “Hellfire Club,” the group of Hawkins High School students in the series.
The idea is to encourage consumers to join and gain access to exclusive content, giveaways, broadcast channels, and special experiences.
